Reebok 2009 Annual Report Download - page 78
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74 GROUP MANAGEMENT REPORT – OUR GROUP Reebok Strategy
In addition, Reebok’s global men’s focus
on training and running will be com-
plemented by a select set of regional
category priorities, for example American
football, baseball and lacrosse in North
America, or cricket in India. To drive
future growth in these categories,
Reebok continues to develop a product
and innovation strategy concentrating
on fit. In 2010, Reebok is expanding its
portfolio of fit technologies with the intro-
duction of U-Form.
Adapted from a Reebok-CCM Hockey
skate technology, U-Form is a heat-
activated customised fit system. The
athlete heats the shoes (either in-store
or at home) at around 200ºF/90ºC for
3.5 minutes. He then laces the shoe tight
and relaxes for about 8 minutes as the
shoe forms to the exact shape of his foot.
By contouring the shoe to the shape
of the foot, potential skin irritation is
eliminated and, because of its proper
fit, the performance of the underfoot
technologies are optimised. U-Form will
be available in select American football,
basketball, baseball and running shoes
starting in May 2010.
The introduction of these products is sup-
ported by an integrated global market-
ing campaign, “ReeTrain”. Key Reebok
athletes such as Lewis Hamilton will
again bear testimony to Reebok’s training
products. On the apparel side, Reebok
will launch a versatile collection of
apparel called “Training Day”. Designed
for the athletes’ training needs, fusing
sport and style influences, this collection
is able to be worn on and off the pitch.
Reebok launches its “ReeTrain” campaign in 2010 which will be
promoted through multiple communication channels. The primary
theme of ReeTrain is to deliver a message that athletes and sports
fans need to “reethink” how they follow sports and focus on
what’s fun. The campaign visuals exaggerate the athletes’ training
routines with a sense of fun. The executions show driving ace Lewis
Hamilton dodging tennis balls and Peyton Manning developing his
skills in a non-traditional way.
ReeTrain Campaign C
03