Reebok 2011 Annual Report Download - page 84
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adidas Group
2011 Annual Report
GROUP MANAGEMENT REPORT – OUR GROUP
80
2011
02.3 Global Brands Strategy Reebok Strategy
Evolving communication strategy to match long-term
brand positioning
To communicate its positioning in fitness, Reebok is launching the
“Sport Of Fitness Has Arrived” campaign in 2012
PICTURE 19
. This
multi-touchpoint campaign will leverage traditional media such as TV,
print and in-store, but will carry an even higher emphasis on digital and
social elements, including a relaunched Reebok.com site, as well as
several grassroots and local events. Throughout the year, consumers
will learn about Reebok’s passion for fitness, its partnership with
CrossFit and how its products meet the needs of fitness consumers
worldwide. By uncovering the passion and camaraderie that can be
found in fitness, Reebok will reintroduce everyday consumers to what
they love about sport through fitness.
19 Reebok
CrossFit “The Sport Of Fitness Has Arrived” Campaign
Performance product platform meets needs of the
fitness enthusiast
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:
– EasyTone: Launched in 2009, EasyTone is based on Reebok’s propri-
etary Moving Air Technology. It incorporates two balance pods under
the heel and forefoot of the shoes to create natural instability with
every step. Reebok remains committed to the EasyTone franchise and
recently shared results of a study that reaffirms EasyTone’s effect-
iveness in helping consumers transform their body mass compo-
sition. In 2012, Reebok will continue to bring valued product innova-
tions based on the EasyTone franchise to its consumers, evolving it
into more lifestyle and sleeker products.
– ZigTech: ZigTech has been the source of remarkable buzz around
the world since its introduction in 2010. Its unique sole creates a
distinct running and training shoe with superior cushioning, which is
designed to conserve and return energy
PICTURE 20
. In 2012, ZigTech
will continue to expand its footwear and apparel offerings based on its
iconic geometric shape.
20 Reebok
ZigTech
02.3