REEBOK’S ADVERTISMENT

Rebook’s controversial 'Cheat On Your Girlfriend,

Not Your Workout' ad campaign and public
backlash in 2012

Mega Bhattarai
18010160 Ace-IBS

Ethical Issues in
Sales
Advertisements
Home assignment
Reebok International Limited is an American footwear and clothing company founded in Bolton,

and headquartered in Boston. Since 2005, the company has been a subsidiary of German sporting

goods giant Adidas. Reebok produces and distributes fitness, running and CrossFit sportswear

including clothing and footwear.

Like any good workout buddy, Reebok is dedicated to keeping hesitant gym goers on that

treadmill but the general public was less than thrilled when the athletic shoe/apparel company

released a poster with the motivational message: "Cheat on your girlfriend, not on your

workout."

Reebok spokesperson Dan Sarro told CBSBoston.com that the ad wasn't a part of a global

marketing campaign but only appeared in one German gym. Reebok's statement reads: “We

regret that some offensive Reebok materials were recently printed. The signs were removed as

soon as we were made aware of them. I can assure you that Reebok does not condone this

message or cheating in any way. We apologize for the offensive nature of these materials, and

are disappointed that they appeared at all."

While it may have grabbed the consumer’s attention, the ad released by Reebok had been pulled

out in response to the public’s outrageous reaction toward it. The slogan of the ad reads: “cheat

on your girlfriend, not on your workout.” This phrase makes Reebok seem as though it is

encouraging people not only to buy its products but also to literally “cheat on your girlfriend.”

Undoubtedly, advertisement is an important channel through which companies can promote their

brand to the targeted market. Yet in the case of Reebok and its new ad campaign, Reebok did not

only let itself better known to the people but also gained a disgrace of endorsing unethical

behavior in its potential customers.

Although this ad appears to be an isolated incident, it certainly does nothing to help Reebok's

continued tarnished image after the company was publicly criticized last year because of its

'toning shoes' campaign. Sales of the shoe company dropped 3per cent in the fourth quarter

compared to the previous year, while Adidas sales grew by 14per cent.

Personally, I found that this “cheat on your girlfriend” campaign was not an absolute failure for

Reebok, in that the slogan, after all, has succeeded in catching the people’s attention. Yet I too

find it hard to argue that Reebok should have been more careful in choosing what to say to and

promote among the potential buyers of its products. Regardless of how successful an ad is in

terms of making the brand better known, companies should never disregard the importance of

ethics when choosing their marketing tools. That is, it is through these marketing channels that

the consumer perceives a brand and develops its overall image. If a company chooses to use a

marketing method that is rather controversial, it is almost impossible to avoid negative feedback

and moreover a negative effect on the corporate image that is directly related to the amounts of

sales and revenues. I am certain that Reebok has gained as much as it has lost through this

incident and will make better choices in the future by focusing not only on its sales but also on

promoting ethical behaviors on its customers.