Reebok 2012 Annual Report Download - page 112

adidas Group
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2012 Annual Report
Group Management Report – Our Group
90
2012
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02.3
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Global Brands Strategy
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Reebok Strategy
Studio: introducing new categories focused on women
New in 2013, Reebok Studio includes Dance, Yoga and Aerobics
product concepts and programmes. These products are functional
and stylish – empowering women to be confident, fit and strong for
life
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PICTURE 16. The Dance and Yoga collection will launch in spring
2013, while Aerobics will launch in the second half of 2013. The key
dance product is the Dance UR Lead – a technical dance shoe created in
collaboration with some of the world’s top dance instructors.
16
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Reebok
Studio Dance
Walking: injecting new ideas into a proven category
Historically a core business for Reebok, walking is the most natural and
ingrained movement in the consumer’s daily life. In addition, walking is
a core fitness activity. For some, it is an entry into other fitness activities,
for others it is the activity of choice. Reebok is injecting fresh energy and
ideas into the Walking category, with key technologies such as DMX and
RealFlex. In addition, Reebok is reinventing its Trail walking range with
the all-new Reebok One Quest, as well as a partnership with the Red
Bull X-Alps adventure race.
Classics: leveraging partnerships and introducing
commercial range
Reebok Classics represents the historic fitness roots of the Reebok
brand. Classics speaks to the consumer who wants to demonstrate
a fitness lifestyle and values trend-right products that fit their mobile
lifestyle.
Reebok Classics is focused on three key areas:
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Always Classic: timeless, athletic-inspired silhouettes that are the
foundation of Reebok’s Classics business, balancing fashion and
tradition.
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New Classics: retro silhouettes that are either true bring-backs
(re-engineered from the archives) or inspired by Reebok’s heritage
in the ’80s and ’90s.
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Heritage: new silhouettes that are inspired by the Reebok Classics
DNA and modernised with trend influences for today’s fashion
consumer.
In 2012, Reebok celebrated important milestones for some of its most
iconic fitness models: the 25th anniversary of the Workout Plus and the
30th anniversary of the Freestyle. Reebok also launched the campaign
“what it takes to become a classic”. The brand profiled the journey of
musicians and performers from around the world who have worked
hard to pursue their dreams, and featured artists such as Alicia Keys,
Rick Ross, Tyga and Verbal and Labrinth. In 2013, Reebok will build
on these collaborations and will also add a new commercial offering
called Reebok Royal Flag. Reebok Royal Flag offers trend-right casual
footwear with optimal value for commercial channels of distribution,
while at the same time providing improved margins and efficiencies as
a core global range. Reebok Royal Flag focuses on comfort, style and
accessibility with a strong assortment of timeless and trend silhouettes.
Additionally, a unique selling point is that every model has a royal blue
Ortholite sockliner for lightweight cushioning. This offers a comfort
story normally only available on high-end products at an accessible price
point. The flagship model is the Reebok Royal CI Jogger, which offers a
retro running look and epitomises the clean and fresh design available
from this collection.
Reebok Kids: focusing on fun
For Reebok Kids, the brand is focused on the fun in functionality. Here,
the brand’s success has been driven by key product takedowns as well
as innovative and style-right kids-only products. For example, ZigTech in
particular continues to be a major success for the Reebok Kids business.
In 2013, one of the key launches in this category will be the ATV shoe.