Reebok 2015 Annual Report Download - page 71

67
2
GROUP MANAGEMENT REPORT – OUR GROUP
Group Strategy – Reebok Strategy
REEBOK STRATEGY
BECOMINGTHE BEST FITNESS BRAND IN THE WORLD
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 past years have been characterised by a transformation from traditional sports to fitness in order to
position Reebok as the best fitness brand in the world, including a clear focus on a new target consumer,
new key categories and new partnerships.
Reebok is focused on creating inspirational marketing capabilities that build brand equity and consumer
advocacy and can be easily leveraged to create simple and powerful brand messages. A key tenet of its
marketing and communication strategy is that movement is essential for humans to live a full life. This is
not only the brand’s guiding principle, but also the essence of Reebok’s global marketing campaign ‘Be More
Human’, launched in 2015, a new and fully integrated marketing campaign, continuing the brand’s mission
to change how people perceive and experience fitness. ‘Be More Human’ emphasises the merits of Tough
Fitness and how it benefits humans in their everyday lives, living up to their full potential as they meet and
tackle different fitness challenges. Through the campaign, Reebok celebrates everyday people who have
reconnected to a rugged physicality that allows them to live much bigger, fuller and less self-focused lives.
For these individuals, fitness isn’t just a physical activity – it’s something that enhances their entire life.
Reebok strives to lead fitness through a more social and more intense version of fitness, described as
‘Tough Fitness’. Tough Fitness is a mindset that transcends any traditional workout regimen. It is an attitude
that goes beyond the physical to incorporate social and mental well-being. The ‘Fit Generation’ is at the
epicentre of this fitness movement, and therefore Reebok’s target consumer group. These consumers,
equally men and women, 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 work out several times a week,
doing a wide range of activities.
Adding to its core mission, Reebok Classics leverages the brand’s fitness heritage and celebrates how the
brand’s past shapes what it is and what it will become. Reebok Classics represents the roots of the brand
in the sports lifestyle market, with unique products that blend lifestyle and fitness and appeal to the Fit
Generation. Understanding the multi-facets of fitness, from running to yoga, Reebok applies a category-
specific approach. The key categories, addressing this diversity, are: Training, Studio (including Yoga, Dance
and other Studio activities), Combat Training, Running, Walking and Classics. For each of these categories
and including the distinct activities, Reebok provides specialised products, which allow Reebok to meet
and engage with consumers, regardless of how they choose to stay fit.
09 REEBOKLES MILLS COOPERATION 10 REEBOKZPUMP FUSION RUNNING SHOE