Varun Dhawan is the new brand ambassador for Reebok. The sports and fitness brand will collaborate with the actor to launch its biggest campaign in India called Sole Fury with which it expects to make deeper inroads into the country’s fitness market.

Reebok has been investing heavily in its marketing activities in India. Reebok offers footwear, apparel, and accessories for various fitness activities. It currently has over 200 stores in the country and also sells through its website and other e-commerce platforms.

Reebok is attempting at refreshing its image and winning over critical young audiences like Gen Z and millennials. From its Stranger Things sneakers to its ’90s themed collections and campaigns, Reebok is still trying to find a footing with younger consumers. Its global campaign launched in March is a break from the athletic apparel maker’s typically sports- and performance-focused messaging. The campaign touched across digital, social and traditional media integrations. Reebok's prior digital strategy was seen as too focused on moodiness and hyper masculinity. Growth and sales have become a bigger priority versus traditional branding and creative ideas. Reebok has in recent years had to grapple with a surge in athletic apparel and athleisure competition. The company has accordingly diversified its offerings to keep up with the category. It has for example introduced a maternity collection for new and expecting mothers.