Reebok 2013 Annual Report Download - page 86

adidas Group
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2013 Annual Report
Group Management Report – Our Group
82
2013
Global Brands Strategy
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02.5
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Reebok strategic positioning
Reebok is an American-inspired global brand with a deep fitness
heritage and the clear objective to become the world’s leading fitness
brand. Fitness is who Reebok is and the Fit Generation is Reebok’s
target consumer. They are young, either in actuality or in spirit, and
fitness is central to their lives – working out multiple times a week.
This is a global consumer who enjoys getting fit and staying fit with
their friends. They are dynamic, empowered, proud, tenacious and
influential and are all united by fitness. Reebok connects with the
fitness consumer wherever they are and however they choose to stay
fit. In addition, Reebok Classics leverages the brand’s fitness heritage
and represents the roots of the brand in the sports lifestyle market.
Understanding the multi-facets of fitness, from running to yoga, Reebok
applies a category-specific approach. Five key fitness categories, called
“The House of Fitness”, address this diversity: Fitness Training, Studio,
Classics, Fitness Running and Walking
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DIAGRAM 11. Reebok provides
specialised products for each of these categories, which allows Reebok
to meet and engage with consumers, regardless of how they choose to
stay fit. To drive commercial volumes for the brand, Reebok leverages
its Royal and Kids offerings across its key performance and lifestyle
categories. Royal offers trend-right casual footwear with optimal value
for commercial distribution channels, while at the same time providing
improved margins and efficiencies as a core global range. Reebok Kids
is focused on fun in functionality, driven by key brand product innovation
takedowns as well as innovative and style-right kids-only products.
09
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Reebok
ZQuick running shoe
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Reebok at a glance
About Reebok
Reebok is an American-inspired sports brand with
the clear objective to become the leading fitness
brand in the world. Understanding and embracing
the multi-facets and lifestyle potential of fitness,
Reebok provides consumers with innovative products,
experiences and inspirations. Its strong roots
and history in fitness allow Reebok to empower
consumers to be fit for life.
Brand mission Empowering you to be fit for life
Brand values Social, bold, real
Brand attitude We believe those that are fit for life will be the
greatest contributors to our world.
Key markets North America, Russia/CIS, South Korea, Japan
Key strategic pillars
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Expand product offering in key fitness categories.
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Establish deeper connection to fitness consumer
through grassroots partnerships and digital
activities.
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Invest in controlled space (FitHub).
Net sales in 2013 € 1.599 billion
11
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The House of Fitness
Fit for Life
Fitness
Fitness
Training Studio Classics Fitness
Running Walking
Kids
Royal