Reebok 2014 Annual Report Download - page 60

adidas Group
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2014 Annual Report
Group Management Report – Our Group
56
2014
Global Brands Strategy
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02.3
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Reebok strategic positioning
Reebok is an American-inspired global brand with a deep fitness heritage and the mission to design
and create the best gear and experiences for the sport of fitness and for fitness athletes around the
globe. Reebok strives to inspire people everywhere to be their absolute best – physically, mentally
and socially. The ‘Fit Generation’ is Reebok’s inspiration and muse. These consumers live a fitness
lifestyle and for them fitness is not just something they do, it is who they are. They are young,
uninhibited, optimistic, brave and tribal, and they know that their bodies are the engine for a fulfilled
life. Reebok connects with the Fit Generation through its ‘tough fitness’ mentality. Tough fitness is
bigger than any diet or workout regimen, it is the gritty, ‘never back down’ attitude embodied by the
Fit Generation consumer.
Adding to its core mission, Reebok Classics leverages the brand’s fitness heritage and celebrates
how the brand’s past shapes who it is and what it will become. Reebok Classics 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. The key categories, called ‘The House of
Fitness’, address this diversity: Training, Studio, Reebok’s newest business Combat Training,
Classics, Running and Walking.
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 categories. Royal offers
trend-right casual footwear with optimal value for commercial distribution channels. 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.
Leadership in product innovation to excite and inspire the consumer
By creating inspiring product and brand experiences, adidas and Reebok strive to enhance their
positions as premium brands. This, in turn, is an important catalyst for sustaining and improving the
brands’ gross margins, making continuous innovation an important enabler for future profitability
improvements. By leveraging the extensive R&D expertise within the Group, adidas and Reebok
continuously challenge the boundaries of functionality and performance. In addition, innovation
plays a significant role in differentiating the adidas and Reebok product offerings in the minds of
consumers.