Reebok 2008 Annual Report Download - page 57

adidas Group Annual Report 2008 053
However, the concept of fi t is not only a product and market-
ing philosophy. Instead, it should guide all facets of the brand’s
business. That means meeting the needs of consumers, pro-
motional partners, retailers and employees. With a “perfect fi t”
distribution strategy, Reebok intends to offer the right products
to the right accounts at the right margins. Moreover, Reebok is
committed to building a work environment that matches the
need of its employees and to hiring people who fi t the brand’s
values.
Own women’s fi tness
Reebok is on a mission to make fi tness fun again for women.
The brand’s commitment to women’s fi tness is long-standing.
It introduced Step Reebok in 1989 and virtually invented the
aerobics movement of the 1980s. This heritage and credibility
has connected women to Reebok like no other brand, and will
serve as the cornerstone for the brand’s business expansion.
Reebok began to defi ne its focus on women’s fi tness in autumn
2008, launching a women’s specifi c “Your Move” campaign.
In 2009, the brand will accelerate its women’s programmes,
introducing new partnerships and products and once again
reaffi rming its support of women’s health and fi tness –
whether in the gym, out of the gym or for a cause.
In the gym: Reebok and Cirque du Soleil entered into a revo-
lutionary partnership, inspiring a new workout experience
and product collection that is forward-looking, exploratory
and feminine. In spring 2009, Reebok and Cirque du Soleil
will launch JUKARI Fit to Fly™, a genuine workout experi-
ence, inspired by the imaginative, theatrical and physically
demanding artistry of Cirque du Soleil see Reebok Products
and Campaigns, p. 138. It is a full body cardio, core and strength
workout that brings the Reebok philosophy of having fun in
fi tness vividly to life.
Unique to JUKARI Fit to Fly™ is proprietary new equipment, the
FlySet™, created by Reebok and enabling a diverse repertoire
of exercises and movement progressions. With dramatic music,
fl uid choreography and unique signature moves, JUKARI Fit to
Fly™ is unlike anything currently available in gyms. Along-
side JUKARI Fit to Fly™ is a fully integrated women’s fi tness
range, the Reebok Cirque du Soleil collection, which combines
the performance demands of the workout experience with the
creativity and artistry of Cirque du Soleil.
Personifying its philosophy of having fun staying in shape,
Reebok is partnering with some of the world’s top women’s
fi tness instructors renowned for their inspirational approach to
fi tness. The Reebok Global Instructor Team are ambassadors
of the brand, JUKARI Fit to Fly™ teachers and inspirational
motivators for women worldwide. JUKARI Fit to Fly™ will be
available through a group of select worldwide gym partners
from early 2009.
In addition, Reebok will also launch the On The Move collection
of apparel and footwear. Designed specifi cally for a woman’s
body and how she moves and 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.
Out of the gym: Women are busy and don’t always fi nd the time
to fi t in their daily workout. Based on this relevant consumer
need, in 2009, Reebok will launch the EasyTone™ footwear
collection that allows consumers to “take the gym with them”
see Reebok Products and Campaigns, p. 138. The EasyTone™
technology involves two balance pods under the heel and fore-
foot of the shoes that create natural instability with every step,
forcing the muscles to adapt and develop tone.
For a cause: Reebok is committed to helping fi ght breast can-
cer. The company is the offi cial global footwear and apparel
sponsor of the Avon Walk Around the World for Breast Cancer.
The brand has developed a special Pink Ribbon collection of
sports and lifestyle products for the walk. All products carry
the symbolic Pink Ribbon and Reebok makes a signifi cant
monetary contribution each year to supporting research into a
cure against this deadly disease. Reebok also plans to activate
its newly formed Reebok Global Instructors locally in 2009 in
support of its Pink Ribbon Avon partnership.