ENGAGING CONSUMERS THROUGH CUSTOMIZATION
Customization
is an increasingly important priority for the Reebok
brand. With technologies such as KineticFit and The Pump™,
Reebok provides consumers customization elements in its
products. Reebok also offers North American consumers the
opportunity to design their own shoes through its web-based
customization platform “Rbk Custom”. The brand’s product
offerings
on the website also include limited editions of highlight
products such as shoes created by famous graphic
designer
John Maeda and the Freestyle. In 2008, Reebok will
expand its product offering available via “Rbk Custom” and
also
extend the platform’s reach to European countries.
Further,
Reebok will offer key directional retailers the possibility
to order customized products on quick delivery timelines
(i. e. 60 days). Reebok also increasingly interacts with consumers
on a personal level, utilizing predominately digital
marketing initiatives. Going forward, the brand will take a digital
leadership role by extending both its customized product
initiatives and digital marketing activities. Reebok will launch
a new digital platform in 2008, which will feature some of the
latest developments in personalization technology.
BALANCING SPORT AND LIFESTYLE
Most brands in the
sporting
goods industry define themselves as either a sport or
a lifestyle player. Reebok has a heritage within the industry
based on products that bridge the gap between sport and lifestyle.
The brand therefore puts equal emphasis on developing
products for sports activities and daily life. With a holistic
approach
across all categories, Reebok addresses different
consumer groups – from the active athlete to the sports fan,
from the urban to the suburban consumer. To grow its sport
business going forward, Reebok has defined two global category
priorities: women’s and running. In addition, the brand
has also set regional priorities such as American sports
(North America) and football (Europe and Latin America).
At the same time, Reebok is sharpening its lifestyle focus by
broadening and upgrading its product offering.
WOMEN’S: LEVERAGING REEBOK’S HERITAGE
Reebok enjoys
a distinctive position in the women’s market. As the brand that
virtually
invented the aerobics category in the 1980s, Reebok
has an unrivalled heritage in serving the unique needs of
female
athletes. The brand continues to hold leading global
positions in important women’s categories such as workout
and walking.
Going forward, Reebok intends to further strengthen its profile
in the women’s market. As fit is particularly important to
women,
Reebok is introducing new materials and colors as
well as women-specific patterns and size schemes in its
product
lines. With targeted marketing concepts and partnerships
with top athletes (e. g. Amélie Mauresmo, Carolina Klüft,
Nicole Vaidisova) and celebrities, the brand will show that it
fully understands the unique needs of the female consumer.
Reebok’s partnership with the 2008 Avon Walk Around the
World for Breast Cancer illustrates the brand’s strong commitment
to women and will help build a connection with consumers
worldwide. 
see Reebok Products and Campaigns
RUNNING: TARGETING NEW AND RECREATIONAL RUNNERS
Running is the sport with the highest participation level and
the most diverse consumer base worldwide. Reebok’s positioning
in the category differs from that of most brands.
Instead
of focusing first on the competitive athlete, Reebok
clearly targets new and recreational runners.
In 2008 and beyond, Reebok’s product offering in the running
category will focus on fit and comfort. In this context, the
Hex Ride Rally running shoe clearly represents the highlight
product. see Reebok Products and Campaigns Reebok remains
committed to developing comprehensive running ranges and
establishing itself as a “head-to-toe” running brand.
To adequately support its product initiatives and to further underline its unique running positioning, Reebok’s brand communication will feature running as a priority category. To increase traction in the category, Reebok also engages in grassroot activities around smaller, local running events.
AMERICAN SPORTS: CAPITALIZING ON LEAGUE PARTNERSHIPS
Reebok’s activities in American sports aim to underline
Reebok’s positioning as an American-inspired brand. This is
an important regional initiative in North America but also a
differentiating
factor versus competitors in the rest of the
world. American football and baseball are critical categories
to strengthen the brand’s credibility in sport.
Due to its partnership with the NFL, Reebok has a unique position in American football, the most popular sport in the USA. As the official outfitter of the NFL, Reebok provides on-field uniforms as well as off-field apparel products to all 32 NFL teams. This gives Reebok an unrivalled presence at all NFL games during the season. In addition, the partnership enables Reebok to drive its licensed business and has a positive halo effect on the brand’s cleated footwear and branded apparel business. By utilizing individual players such as Peyton and Eli Manning and Vince Young as brand ambassadors, Reebok strives to strengthen its connection with consumers.
Reebok is also committed to further building its position in baseball and basketball. In baseball, the brand utilizes its partnerships with Major League Baseball (MLB) and David Ortiz to drive sales in both sport and lifestyle. By utilizing the Pump custom-fit footwear technology and further capitalizing on key partnerships with individual players such as Allen Iverson and Yao Ming, Reebok also intends to grow in the basketball category.
