Reebok 2006 Annual Report Download - page 59

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055
Reebok
At Reebok, our mission is to “always challenge and lead
through creativity”. Our product designs and marketing
programs display the brand’s commitment to creativity and
to constantly challenge the status quo. At the core of the
Reebok brand is the affirmation of the uniqueness of all
people. Our strategic focus to become a consumer-driven
brand reflects this emphasis on individuality. Through our
brand positioning (Celebrate Individuality in Sport and
Life), we empower individual achievement by supporting
athletes and consumers to realize their unique dreams and
goals. To best address distinct consumer groups and to bal-
ance our business, we have segmented Reebok into three
brand units: Reebok, Reebok-CCM Hockey and Rockport.
“I AM WHAT I AM” Articulates Brand Positioning
“I AM WHAT I AM” expresses our attitude at Reebok. It is an
emotional call to action and a celebration of the consumer’s
individuality, courage and accomplishments. Reebok launched
“I AM WHAT I AM” in 2005 as a multi-faceted fully-integrated
global marketing campaign and ever since then it has driven
all product and marketing initiatives. Going forward, we will
continue to build the Reebok brand under the umbrella of
“I AM WHAT I AM” and it will be the core of all our marketing
concepts and campaigns.
Increasing Sports Credibility
One of the key strategic priorities at Reebok is to strengthen
and extend the positioning as a credible sports brand, build-
ing upon the brand’s history in sport and fitness. At Reebok,
we emphasize fit and comfort in all our products to meet
the individual needs of athletes. We have identified running,
sports licensing, basketball and football as our key categories
to expand our global presence in sport. In addition, we con-
sider the women’s segment as a major opportunity.
Running: Focus on New Runners
Running represents the biggest global opportunity for us to
build our sports credibility. Our approach is to appeal to run-
ners with comfort, fit and cushioning in their running foot-
wear. While our products are targeted to all runners, our
primary focus is on new runners, empowering them to enjoy
the fun, camaraderie and joy of running. Our most important
running technologies are KFS, THE PUMP™ and DMX. And
from 2007 onwards, we will offer fully comprehensive running
ranges including footwear, apparel and hardware to show-
case Reebok as a 360 degree running brand. We support our
product initiatives with dynamic marketing concepts leverag-
ing our partnerships with athletes. In 2007, for example, we
will address our target consumers with our “Run Easy” run-
ning campaign (see Campaigns and Products, p. 117).
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