Reebok 2012 Annual Report Download - page 113

adidas Group
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2012 Annual Report
Group Management Report – Our Group
91
2012
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02.3
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Global Brands Strategy
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Reebok Strategy
Improving performance identity through the Reebok Delta
Being “fit for life” means being fit physically, mentally and socially.
These three ideals are what led to the formation of the Reebok
Delta as a new, aspirational symbol of the brand. For Reebok, it
represents the transformational power of fitness. Fitness transforms
individuals – making them more powerful, more confident and capable
of realising their full potential. Products that carry the Reebok Delta logo
are the pinnacle fitness products for a variety of activities
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PICTURE 17.
In 2012, the Reebok Delta logo was seen exclusively on the Reebok
CrossFit collection. 2013 will see the introduction of Reebok Delta in
other fitness apparel and footwear collections.
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Reebok
Reebok Delta training collection
Creating global brand consistency through
“Live with Fire” campaign
In 2013, the Reebok brand will be united under one umbrella by launching
a global campaign which speaks with one shared voice for all its Fitness
categories and Classics. The campaign, which is called “Live with Fire”,
will manifest itself in the emotional driver behind movement – passion.
For the fitness consumer or the consumer who aspires to live a fitter
lifestyle, the campaign will inspire them to live a life of passion, intent
and purpose – to not just live, but to “Live with Fire”
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PICTURE 18.
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Reebok
Global brand campaign “Live with Fire”
Expanding grassroots activities
One key element of establishing Reebok’s position as the fitness brand is
to develop strong grassroots partnerships. Partnerships with CrossFit,
Spartan Race, Red Bull X-Alps and key fitness influencers such as Tara
Stiles (Yoga) and Amy Dixon (Walking) validate the brand’s ambition and
product credentials. In addition, beyond events and fitness celebrities,
Reebok intends to significantly increase grassroots-level activities
through a new instructor/coach programme in 2013. The “Reebok Delta
ONE” platform will bring fitness instructors from around the world in
connection with the brand, creating true brand ambassadors right at the
point of activity.
Accelerating investment in controlled space
In line with our overall Group goal to increase controlled space, Reebok
is developing a strategy to create a deeper engagement with the fitness
community by going beyond what traditional retail has to offer. In this
respect, in 2012, Reebok introduced the Reebok Fit Hub. With the Fit
Hub, Reebok redesigned its retail environment to inspire people to move,
to train, to get fit and to have fun doing it. At the Fit Hub, people can find
innovative fitness and training products, trusted advice, guidance and
information on community-based fitness events. Select Fit Hubs, such
as the Fifth Avenue location in New York, are situated in close proximity
to Reebok CrossFit boxes, creating a complete fitness experience in one
environment. In 2013, together with the Retail Centre of Excellence,
Reebok will begin a broader roll-out of this concept
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SEE GLOBAL SALES
STRATEGY, P. 72.