Reebok 2011 Annual Report Download - page 83

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adidas Group
2011 Annual Report
GROUP MANAGEMENT REPORT – OUR GROUP
79
2011
02.3 Global Brands Strategy Reebok Strategy
The core business focus of Reebok is on fitness, in the key categories
of training, running and walking, as well as on select regionally
relevant sports. Reebok also closely monitors the latest fitness
trends to ensure that it is leading the way through new and innovative
propositions.
Based on its roots and heritage in fitness, Reebok continues to make
progress along its roadmap for its key businesses going forward: Own
Women’s Fitness, Challenge in Men’s Fitness, Invigorate Classics
DIAGRAM 17
.
Making fitness fun
Unlike many other brands, Reebok is committed to making fitness
aspirational and fun for everyone – by providing consumers with
experiences, products and the inspiration to be fit for life.
To bring its fitness philosophy to life, Reebok has partnered with
CrossFit to introduce consumers to a new way of approaching fitness.
This signature partnership will create an experience that leverages
and extends beyond the brand’s current product and programme
offerings. As part of this collaboration, Reebok sponsors the CrossFit
Games, a competition designed to find the World’s Fittest Man and
Woman.
In conjunction with this partnership, Reebok launched the Reebok
CrossFit product line, a range designed with the input of top CrossFit
athletes
PICTURE 18
. Created to be the best functional training gear
on the market, this line currently has limited distribution with select
retailers and online. In 2012 and beyond, Reebok will expand the
offerings by taking the pinnacle influences into broader product lines.
18 Reebok
CrossFit Long Sleeve 1/4 Zip
17 Reebok strategy and focus areas
Fitness
Made
Fun
Women Men
Girls Boys
Training Training
Running Running
Walking Walking
Classics
Own Invigorate Challenge