Reebok 2012 Annual Report Download - page 111

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adidas Group
/
2012 Annual Report
Group Management Report – Our Group
89
2012
/
02.3
/
Global Brands Strategy
/
Reebok Strategy
House of Fitness established
Understanding the multi-facets of fitness, from running to yoga, from
activity to lifestyle, Reebok applies a category-specific approach. Five key
fitness categories, called “The House of Fitness”, address this diversity
and allow Reebok to meet and engage with consumers, regardless
of how they choose to stay fit. These five key categories are: Fitness
Training, Studio, Classics, Fitness Running and Walking
/
DIAGRAM 14.
In 2012, Reebok restructured its brand organisation to fully embrace
this category-based approach. This new set-up ensures the creation
of long-term sustainable categories, as the brand aligns innovation,
grassroots activities and communication to serve a variety of fitness
activities and movements.
Fitness Training: extending offering in apparel
With Reebok Fitness Training, athletes are ready for anything their
workout or life throws at them. With CrossFit as its key driver and
inspiration, Reebok Fitness Training is dedicated to delivering the very
best training products for functional movement. Key 2013 footwear
products are the RealFlex Transition 3.0, CrossFit Nano 2.0 and RealFlex
Fusion TR 2.0. In addition, Reebok Fitness Training will introduce a
comprehensive performance apparel offering in 2013 – the Reebok Delta
collection. Taking its design inspiration from the CrossFit community,
this collection is redefining the fitness apparel aesthetic. Every piece is
designed and developed for the freedom of movement for any fitness
activity.
14
/
The House of Fitness
Fit for Life
Fitness
Fitness Training Studio Classics Fitness Running Walking
Kids
Royal Flag
Fitness Running: broadening concepts to increase
market coverage
Reebok Fitness Running is about making running fun and varied. For
the Reebok consumer, running is a key element of a versatile training
regime – not their only activity. Driven by a technology offensive, Reebok
will deliver updates to concepts such as RealFlex and ZigTech and extend
its offering with new technologies such as ATV and a new commercial
line of running products, SubLite.
15
/
Reebok
RealFlex Run 2.0