Reebok recently donated 3 pairs of customized size 24 shoes to Igor Vovkovinskiy, the tallest man in the United States who had not been able to walk due to ill-fitting footwear that damages his feet. The story of Reebok’s altruistic action quickly spread through news agencies across the country. But why would corporations such as Reebok, hand out donations worth $25,000 without expecting some form of benefit from the transaction? Could it be that this donation is a marketing scheme that meant to shine the spot light onto Reebok and potentially draw in new consumers by utilizing the stories of the vulnerable people in our society?
https://www.youtube.com/watch?v=LWxTJQ2k6_M
Today, multi-national corporations are responding to society’s increasing value of corporate social responsibility by contributing publicized funding and resources to social causes. Yet when observing large corporations such as McDonalds and Pepsi contributing to fight social issues that their products are blamed for contributing to, the genuinity of actions of corporations are often scrutinized and criticized as publicity stunts. So does Reebok’s donation fall under this category? I say “No”. My reasoning for this is that unlike McDonald’s and Pepsi, Reebok’s demonstrates integrity in their actions, which are in-line with the purpose of their business and their vision to provide people with ” the opportunity, the products, and the inspiration to achieve what they are capable of…[to] fulfill their true potential and reach heights they may have thought un-reachable” (Reebok, 2013).
So what if Reebok’s $25,000 shoes donation may have successfully gained them more exposure from the media and won more consumer hearts than any successful marketing campaigns? If Reebok’s purpose was to market themselves, they could have easily allocated the money to other marketing strategies without ever entering the Igor’s life, but they didn’t. Instead, they chose an ethical outlet that not only helped someone in need, but also differentiated them from other corporations.
Act of altruism, smart marketing scheme or both, I would prefer to call it an ethical marketing investment that is helping shape the dynamic of the interactions between corporations and society and positioning Reebok as a leader in the minds of consumers around the world.
Sources:
http://www.nydailynews.com/news/national/tallest-man-u-s-custom-made-sneakers-reebok-article-1.1187283#ixzz29nOeTspj
http://corporate.reebok.com/en/about_reebok/default.asp?cm_sp=Brand-_-Global_Footer-_-About_Reebok