International Ltd. is using a mix of e-commerce and interactive media to
build up its presence among online Hispanic shoppers. In November, Reebok
launched BarrioRBK.com, a new online shopping and product information site aimed
at young male Hispanic shoppers.
BarrioRBK.com highlights the latest Reebok
products such as the Pump Wrapshear running shoe and links visitors directly to
Reebok’s web store.
The site is designed to appeal to young Hispanic males who purchase licensed
clothing from sports teams such as Chivas, a Mexican soccer team. “Barrio RBK
allows Reebok to connect with the ever-expanding Latino youth audience,” says
Marc Fireman, Reebok’s global director of advertising and integrated marketing.
“We’re offering a new, culturally connected destination for consumers.”
The site has a reggaeton dance game and contest, and the music area includes
the top 10 Latino artists, he said. And Reebok has just signed Daddy Yankee, one
of the hottest reggaeton stars, to partner in a footwear line.
Reebok will promote the site with banner ads, but hasn’t bought any media yet,
Mr. Fireman said.
“We did a lot of research about how to integrate that into the site in a smart
way,” Mr. Fireman said. “Spanglish makes a lot of sense from a cultural cue
standpoint. It captures more the way Hispanic teens communicate with each
During the first, soft-launch month, barriorbk.com has gotten about 5,000 clicks
with no promotion, Mr. Dionne said.
To make the site more interactive, Reebok has partnered with Sony Corp. to
launch RBK Radio, a digital media program where users can listen to 200 free
Latin and other music tracks.
All of this creates a mix of trendy images and interactive media blended to
attract the attention of online Hispanic shoppers and Internet users, which
research firm eMarketer says will total about 17 million in 2006.
Reebok built its site to appeal to a younger demographic—almost 40% of the
U.S. Hispanic market is under 18—which remains largely untapped. “Not many
consumer brand manufacturers have figured out that market, which puts Reebok and
BarrioRBK.com ahead of the curve,” says Edward T. Rincón, president of Hispanic
market research firm Rincón & Associates.