Male Millennial, Gen-Z Opps: Reebok names Shaq president of its basketball division (Score 29)

Sales lead: Get in touch to help Reebok revamp its basketball division. 

• Reebok recently announced it has appointed Shaquille O'Neal as president of Reebok Basketball.
• Shaq is also a shareholder of Reebok's parent company, Authentic Brands Group.
• As president, Shaq is responsible for basketball strategy, player recruitment, negotiating deals, product creation, marketing, and events. 
• The company is also attempting to get back into team sports. 

Target demographic: Male millennials & Gen-Z basketball fans

The company will likely:

• Launch new products
• Ramp up ad spend
• Seek influencer partnerships with popular NBA players

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Reebok spent about $4.9m on digital display ads YTD, a 40% decrease from $8.1m spent in this channel during the same time period of 2022. 
• YTD data: 737.8m impressions via Instagram (56%), Facebook (31%), YouTube (7%), and desktop display (6%).  
• 2021-2022 spend: Full-year spend fell 12% from $11.6m in 2021 to $10.2m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, amazon.com, and match.com. It placed 1% of these ads indirectly through Amazon DSP and Complex Media onto sites such as buzzfeed.com, amazon.com, yahoo.com, youtube.com, and complex.com. 

Additional channel insights  

• Top podcasts sponsored: The Dan Bongino Show, Up First, No Agenda, Thrivetime Show | Business School without the BS, and Casefile True Crime. 

Agency analysis:

• Opportunity: Some of these relationships are past the three-year average agency tenure, so get in touch to see if Reebok plans on making any changes. 
• Current roster:
  • Deutsch: creative AOR
  • M&C Saatchi Performance: digital, PR, & experiential
  • Nobox: digital, social, & experiential
  • EssenceMediaCom: media buying & planning