Reebok 2010 Annual Report Download - page 100

96 Group Management Report – Our Group Global Brands Strategy Reebok Strategy
Reebok Strategy
In 2010, the Reebok brand 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, Reebok
has developed a roadmap for its key
businesses going forward: Own Women’s
Sport, Challenge in Men’s Sport, Revive
Classics see 05.
Own Women’s Sport and
challenge in Men’s Sport
Unlike many other brands, Reebok is
committed to making fitness aspirational
and fun again – by providing consumers
with experiences, products and the
inspiration to be fit for life.
With a holistic approach to fitness,
Reebok provides consumers with
proprietary technologies based on the
three key elements of total fitness:
strength, conditioning and flexibility.
Through a focused approach to these
elements, Reebok has developed three
key product concepts:
– Toning (launched in 2009)
– ZigTech (launched in 2010) and
– RealFlex (to be launched in 2011)
see 06.
These three product concepts are
designed and will be commercialised
across genders.
Strength: leveraging leading
position in toning
In 2009, Reebok launched the EasyTone
footwear collection that is designed to
help tone key leg muscles. 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.
Building on the success of EasyTone,
in 2010 Reebok expanded its footwear
offering into running with RunTone and
training with TrainTone.
The brand also expanded its toning reach
with a new offering of lifestyle, athletic
and dress shoe models to capture
additional consumer segments and
distribution channels.
To continue driving its position as
one of the leaders in the toning category,
Reebok launched EasyTone apparel
in the second half of 2010, therefore
introducing the first head-to-toe toning
story in the marketplace. EasyTone
apparel includes stylish tops and bottoms
which are designed to help tone key
muscles as a part of a healthy fitness
lifestyle. EasyTone apparel uses Reebok’s
proprietary ResisTone bands which
create resistance with every move.
Reebok
RunTone see p. 60
Reebok will evolve the toning platform
for 2011 with the launch of the “Tone
while you live” campaign. This campaign
features inspirational EasyTone fans from
around the world who fit fitness into their
busy lives with EasyTone footwear and
apparel.
Reebok
EasyTone see p. 59
Conditioning: successful market
launch of ZigTech
In spring 2010, Reebok introduced
its second innovative technology with
ZigTech, an innovative running and
training shoe concept for conditioning
activities. ZigTech not only created
outstanding buzz among consumers but
also saw strong sell-through success for
men, women and kids at key accounts in
key markets including the USA, Russia
and Korea.
Reebok
EasyTone Long Bra Top see p. 59
Reebok at a glance
About Reebok Throughout its history and again today,
Reebok’s success is based on its courage to
challenge convention: developing innovative
products, creating new markets, and setting
the latest athletic style. Inspired by its roots
in fitness, Reebok is a global sports brand
that is committed to preparing consumers
to be fit for life.
Brand mission Challenge and lead the fitness world
through creativity.
Brand values Authentic, empowering, individualistic,
innovative, courageous and real
Brand attitude Fit for Life. Having Fun Staying in Shape.
World presence An American-inspired global brand
Focus areas Training, Running, Walking, Basketball,
Cleated, Cricket, Hockey
Key strategic pillars Based on elements of total fitness
(strength, conditioning, flexibility), Reebok’s
focus is on three holistic footwear and
apparel concepts: Toning, ZigTech,
RealFlex.
Net sales in 2010 € 1.913 billion
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