Reebok 2009 Annual Report Download - page 77

GROUP MANAGEMENT REPORT – OUR GROUP Reebok Strategy 73
Challenge in men’s sport
Reebok is also a well-recognised men’s
sports and training brand, a result of its
innovative products and its long-standing
partnerships with several of the world’s
top athletes, professional leagues and
teams. Given Reebok’s close collabora-
tion with athletes, the brand has a clear
understanding of athletes’ training needs.
The primary focus is on creating versatile
products that help athletes prepare for
their sport irrespective of the discipline.
For 2010, the brand is accelerating its
men’s training efforts, introducing two
key initiatives.
ReeZig: In spring 2010, Reebok will
introduce ZigTech™, a completely new
training shoe for endurance sports like
running and agility sports. In product
testing, a host of enthusiastic athletes
and consumers confirm that ZigTech™
is not only visually striking, but more
importantly it addresses an unmet need
of fitness runners and athletes. This
need is to get more out of their workout
and reduce wear and tear – thus allow-
ing them to enhance their lifetime as an
athlete. By maximising energy transfer
through its zigzag geometry back to the
actual running stride, this shoe allows
the wearer to train longer, faster and
healthier.
This is achieved as the unique energy
and cushioning system reduces stress
on muscles by up to 20%, therefore
reducing wear and tear on the runner’s
body. The introduction of ZigTech™ will
be supported by an integrated global
marketing campaign “ReeZig” – featur-
ing key athletes from Reebok’s roster –
with major launches planned to coincide
with global event milestones such as the
Super Bowl.
ReeTrain: In 2010, Reebok will intro-
duce a complete range of strength train-
ing products for men based on its muscle
toning platform of “moving air”. Air-filled
pods under the heel and forefoot of
the shoes create a natural instability
with every step, forcing the muscles to
adapt and work harder. This allows the
consumer to “get more out of their work-
out”. The offering includes EasyTone™
for walking and casual wear, TrainTone™
for training exercises and the gym,
RunTone™ for running and JumpTone™,
helping to strengthen key leg muscles
and thus allowing athletes to improve
their vertical leap.
Building on its experience in toning, Reebok developed ZigTech™,
a completely new running and training shoe concept. If EasyTone™
was designed to force muscles to work harder and do more, then
ZigTech™ is designed to make muscles more efficient and do less.
This unique zig-zag shape absorbs the impact of heel strike and
sends a wave of energy along the length of the shoe to help propel
the athlete forward with each step. ZigTech™ causes up to 20%
less wear and tear on key leg muscles.
ZigTech™ P
02