Reebok Launches Advertising Campaign To Promote Chivas Rayadas Del Guadalajara.

Reebok unveils a nationwide outdoor advertising campaign highlighting soccer fan-favorite, Chivas Rayadas Del Guadalajara and their new team jersey. The ads feature top Chivas players such as Adolfo “Bofo” Bautista, Salvador Carmona, Alberto Medina, Francisco Palencia and Oswaldo Sanchez outperforming on the field. The campaign marks the first time that Reebok is taking a Latin American athletic team and promoting it in key US markets including Chicago, Dallas, Houston, Los Angeles, Northern New Jersey, New York City, San Antonio and San Diego. The ads will also run simultaneously in key cities in Mexico.

Launching on billboards in high traffic areas and roadways in Chicago, Dallas, Houston, Los Angeles, Northern New Jersey, New York City and San Antonio, the Chivas outdoor advertising campaign will also debut in bus shelters throughout San Diego. In addition, a Chivas print ad will run in the November issue of 90:00, a new national soccer magazine. The outdoor and print campaigns feature the tagline, “La Nueva Piel De Las Chivas” referring to the team’s Reebok jerseys as the “New Skin of Chivas.”

One of the most prestigious and successful sports teams in Mexico, Chivas have won ten league professional titles and thirteen titles within the amateur ranks. Chivas have also been named the “Champion of Champions” eight times and have won two “CONCACAF Champion” titles.

“Launching a multi-city advertising campaign with Reebok puts Chivas in the American spotlight that the team deserves,” said Jorge Vergara, owner of the Chivas. “Chivas have tremendous popularity in Mexico and now with Reebok as a strategic marketing partner, awareness is sure to increase throughout the US.”

“By promoting Chivas in the US, Reebok aims to increase nationwide awareness of our alignment with one of the top sports teams in the world,” says Jorge Dionne, Reebok’s director of Latin American marketing. “Through advertising Chivas in key cities with high Latin American populations, Reebok’s goal is to boost our brand visibility among a broader audience of soccer fans.”

Reebok and Chivas Rayadas Del Guadalajara formed a strategic partnership in July 2004. Under the terms of this alliance, Reebok provides uniforms for the players and has the exclusive rights to supply and market all on-field apparel including practice gear, warm-ups, and authentic and replica jerseys. Reebok also designs, manufactures, sells and markets all licensed merchandise for Chivas. In addition, a special Reebok flagship store opened in August 2004 in Guadalajara featuring Chivas/Reebok branded products.