Saw these two in-store signs promoting Reebok. Different tag lines. No consistency of theme. What makes this brand a brand?
They would be better off appealing to the anti-Nike crowd, focusing on women perhaps, those of us who exercise for health -- with zero hope of ever looking like an athlete.
Remember Wendy from Snapple? She would be a good spokesperson and that would be a great co-brand.
The general principle though is -- mixed messages cancel each other out and neutralize brand equity.