Reebok 2011 Annual Report Download - page 85

adidas Group
2011 Annual Report
GROUP MANAGEMENT REPORT – OUR GROUP
81
2011
02.3 Global Brands Strategy Reebok Strategy
– RealFlex: RealFlex was launched in a number of markets in 2011,
to outstanding reception. This running and training shoe answers the
lightweight, natural movement needs of the consumer, delivering
multi-directional flexibility and optimal foot feel PICTURE 21 . In 2012,
the focus will be on fully launching the product line in remaining global
markets, as well as continuing to expand the product offerings to meet
a broader array of consumer needs.
21 Reebok
RealFlex Train
These product concepts are designed and commercialised across
genders. The three concepts enable Reebok to meet the varied needs
of its consumer base across the core focus areas of training, running
and walking. In 2012, Reebok will continue to introduce product
innovations in footwear and apparel through these concepts as well
as new offerings that will serve fitness consumers better each day.
Invigorate 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.
Reebok Classics is focused on three key areas:
– Always Classic: timeless, athletic-inspired silhouettes that are the
foundation of Reebok’s business and are wardrobe staples balancing
fashion and tradition
– New Classics: retro silhouettes that are either true bringbacks
(re-engineered from the archives) or inspired by Reebok’s heritage
in the ’80s and ’90s
– Heritage: new silhouettes that are inspired by the Reebok Classics
DNA and modernised with trend influences for today’s fashion
consumer
In 2011, Classics developed an integrated global marketing campaign
called the “Reethym of Lite”, with world-renowned music producer
Swizz Beatz as Creative Director, which celebrated the Reebok Lite
collection PICTURE 22 .
22 Reebok
Classics “Reethym of Lite” Campaign
In 2012, Reebok will celebrate milestones for some of its most iconic
fitness models: the 25th anniversary of the Workout Plus and the
30th anniversary of the Freestyle. Additionally, the brand will feature
both Always Classic and New Classics products in a new campaign
called “It Takes A Lot To Make A Classic”. This campaign focuses on
the parallels between the effort Reebok puts into making every shoe
that carries the Classics brand name a classic, and the journey of
individuals who have worked hard and persevered in order to pursue
their dream of becoming classic. As Reebok Classics resides at the
intersection of music and street/pop culture, the campaign features
relevant musicians and performers from around the world.