Reebok 2010 Annual Report Download - page 101

Group Management Report – Our Group Global Brands Strategy Reebok Strategy 97
Reebok strategy and focus areas
05
Own ChallengeRevive
WOMEN
– Training
– Running
– Walking
CLASSICS
MEN
– Training
– Running
– Sports
– Women – Men
FUN AND
FITNESS
Reebok key product concepts
06
KEY
CONCEPTS
ELEMENTS
OF FITNESS
Launched 2009 To Launch 2011Launched 2010
STRENGTH CONDITIONING FLEXIBILITY
TONING ZIGTECH REALFLEX
Reebok’s ZigTech footwear utilises a
unique “Zig-Zag” geometry that delivers
energy transfer back to a runner’s
running stride. Its unique sole propels
the runner forward and is designed to
help reduce muscle fatigue in shins.
Reebok’s strategy is to expand the
ZigTech platform across categories
in order to build ownership with this
iconic geometric shape. For example,
in October 2010, the brand launched
ZigTech Basketball in conjunction with
Washington Wizards Rookie John Wall,
allowing Reebok to revive the basketball
category. The brand also extended
ZigTech into Kids, capturing this young
and influential consumer in a highly
relevant way. The ZigTech girls and boys
launch in the fourth quarter of 2010 in
the USA was supported by an integrated
“ReeZig” marketing campaign.
In spring 2011, the next category-
specific evolution of ZigTech for men
and women will follow with the launch of
ZigTech Nano, a lower-profile version of
the original ZigTech.
Capitalising on the momentum generated
by ZigTech footwear, Reebok takes the
energy of ZigTech from the feet up to the
body with the launch of ZigTech apparel
for both men and women in 2011. ZigTech
apparel is made with special fibres called
Celliant.
Reebok
ZigTech Nano see p. 63
These fibres are made with a collection
of natural minerals that help to increase
oxygen levels in the skin.
The ZigTech concept will be
supported by an integrated global
marketing campaign “ReeZig – More
Energy” in 2011. The campaign features
key assets from Reebok’s roster of
athletes including John Wall, Lewis
Hamilton, Alexander Ovechkin and
Peyton Manning. It shows the athletes
in training action with a visual language
highlighting the unique zig-zag shape.
Flexibility: introducing RealFlex
In 2011, Reebok will introduce its third
pillar, supporting flexibility and natural
movement. RealFlex is engineered with
76 independent “sensors” that help
promote the natural movement of your
feet. These sensors are positioned to
flex and move throughout the stride
while providing protection under the
feet. RealFlex provides Reebok with
a unique point of view in the fast-
growing lightweight running and training
category. And just like ZigTech and
Toning, RealFlex represents a distinctive
visual DNA as well as a highly relevant,
functional consumer proposition.
Reebok also demonstrates its
commitment to this fitness and
training area through the creation of
innovative workout experiences such
as its partnership with Cirque du Soleil
and the roll-out of the Jukari training
programme. In 2011, Reebok will expand
its fitness footprint around the world
through an innovative, back to basics
grassroots movement.
Revive Classics
Reebok Classics leverages the fitness
attitude and roots of the brand into
the lifestyle segment. Classics targets
consumers who want to be “fit for the
street” and value trend-right products
that fit their mobile lifestyle. In 2010, the
foundation and strategic direction of the
Classics business was further defined,
which has laid the groundwork for
Reebok Classics to re-emerge in 2011.
The key product concept in 2011 is
Reebok Lite. This collection modernises
Reebok’s Classics offering by combining
lightweight, trend-right materials and
Reebok’s proprietary technologies.
The result is a range of products that
provide supreme comfort, technical
details and a distinctive aesthetic appeal.
This new product collection will be
highlighted through an integrated global
marketing campaign. World-renowned
music producer and newest member of
the Reebok family, Swizz Beatz will act
as Creative Director. The campaign will
bring together music, dance and the
Reebok Lite product collection, which
will announce to the world that Reebok
Classics is back.
Reebok
Classic Lite see p. 65