|Reebok Strategy and Focus Areas
In 2009, the Reebok brand has continued to execute its strategy, positioning itself as a premium sports and lifestyle brand focused on fitness and training. Based on its roots and heritage in fitness/training, consumer insights and positioning within the adidas Group, Reebok developed a clear roadmap for its key businesses going forward: Own Women’s Fitness, Challenge in Men’s Training/Sport and Revive Classics. Central to Reebok’s brand heritage is the courage to challenge convention. Unlike many other brands, Reebok is committed to make fitness fun again – challenging men and women to fulfil their potential in sport and in life by providing them with the opportunity, the products and the inspiration to have fun staying in shape.
Own women’s fitness
Reebok is on a mission to make fitness fun again for women. The brand’s commitment to women’s fitness is long-standing. It introduced Step Reebok in 1989 and was at the forefront of the aerobics movement of the 1980s. This heritage and credibility has connected women to Reebok in a powerful way, and serves as the cornerstone for the brand’s business expansion. In 2009, the brand has accelerated its women’s programmes, introducing new partnerships and products and once again reaffirming its support of women’s health and fitness – whether it’s out of the gym, in the gym or for a cause.
ReeTone: Women are busy and don’t always find the time to fit in their daily workout. Based on this relevant consumer need, in 2009, Reebok launched the EasyTone™ footwear collection that allows consumers to “take the gym with them”. EasyTone™ is based on Reebok’s proprietary “moving air” technology. It involves two balance pods under the heel and forefoot of the shoes that create natural instability with every step, forcing the muscles to adapt and develop tone. Building on the huge success of E asyTone™ in 2009, Reebok will launch an integrated marketing campaign around the world in 2010 under the motto of “ReeTone”. Reebok is also expanding its footwear offering into the running and training category, launching RunTone™ and TrainTone™ in 2010.
ReeGym: Through Reebok’s partnership with Cirque du Soleil, the brand will continue to develop new inspiring workout experiences and product collections to strengthen its position in the gym. The overriding aim of this collaboration is not just to create physically demanding workout routines, but to create exercises that are fun, unique and enjoyable.
In spring 2009, Reebok and Cirque du Soleil launched JUKARI Fit to Fly™, taking inspiration from the theatrical and physically demanding artistry of Cirque du Soleil. Building on this, in 2010 Reebok and Cirque du Soleil are launching JUKARI Fit to Flex™ – a workout that enhances flexibility and muscle tone with the help of a specifically designed JUKARI band. The JUKARI training experience is accompanied by a fully integrated women’s fitness range, the Reebok Cirque du Soleil collection, which combines the performance demands of the workout with the creativity of Cirque du Soleil. In addition, Reebok launched the On The Move collection of apparel and footwear, created for the needs of a woman’s busy lifestyle. The collection is versatile and able to be mixed and matched in or out of the gym.