Reebok 2009 Annual Report Download - page 74

Reebok Strategy
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 com-
mitment 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 pro-
grammes, 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 con-
sumer 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
EasyTone™ 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 partner-
ship with Cirque du Soleil, the brand will
continue to develop new inspiring work-
out experiences and product collections
to strengthen its position in the gym. The
overriding aim of this collaboration is not
just to create physically demanding work-
out 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 specific-
ally 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 perform-
ance demands of the workout with the
creativity of Cirque du Soleil. In addition,
Reebok launched the On The Move col-
lection 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.
N °-
01
REEBOK STRATEGY AND FOCUS AREAS
Own Revive Challenge
FUN STAYING
IN SHAPE
Classics
Women Men
Women
Fitness
Running
Walking
Men
Training
Running
Sports
70 GROUP MANAGEMENT REPORT – OUR GROUP Reebok Strategy