Reebok 2008 Annual Report Download - page 56

052 Group Management Report – Our Group Structure and Strategy — Reebok Strategy
Reebok Strategy
The Reebok segment is comprised of the Reebok
brand, Reebok-CCM Hockey and Rockport. In
2008, the Reebok brand has further refi ned its
strategy considering the brand’s heritage and
values, consumer insights and positioning
within the adidas Group port folio. Inspired by its
roots in sport and women’s fi tness, Reebok
developed a clear roadmap for its key busi-
nesses going forward: Own Women’s Fitness,
Challenge Men’s 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
fi tness fun again – challenging men and women
to fulfi l their potential in sport and in life by
providing them with the opportunity, the prod-
ucts and the inspiration to have fun staying in
shape.
Becoming the “brand that fi ts me”
As a consumer-driven brand, Reebok commits to offer
consumers products that provide maximum fi t and comfort
see Research and Development, p. 074. For Reebok this means
designing and developing products with materials, styles
and technologies that enhance fi t and comfort for consumers.
With technologies such as SmoothFit™, KineticFit and The
Pump™, Reebok has already provided consumers with innova-
tive fi t elements in its apparel and footwear. In 2008, Reebok
expanded its SmoothFit™ technology across all sports
categories, providing an amazing fi t through the elimina-
tion of interior seams within the shoe. In 2009, the brand will
take this approach a step further with the launch of a new
innovative footwear technology to meet the versatile needs of
today’s athletes, called SelectRide™. Through its adjustable
air-infl ated underfoot cushioning system, the SelectRide™
technology creates two shoes in one – a running shoe and a
training shoe. Initiatives like these support Reebok’s fi t and
innovation strategy and will be the focus of Reebok’s innovation
going forward.
Becoming the “brand that fi ts me” also means addressing
consumers in a personal, engaging way so they can better
identify with the brand. Reebok’s global brand campaign,
“Your Move”, is an invitation for people to express themselves,
in sport and life, in their own individual way. This campaign
was launched in 2008, and will continue through 2009 as a
connecting theme across all categories.
Reebok strategy and focus areas
YOUR MOVE
Men
— Training
— Running
— Sports
Classics
Women
— Fitness
— Running
— Walking
Own ChallengeRevive
Territory
Having FUN
staying in
shape
— Women — Men