Reebok 2015 Annual Report Download - page 72

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GROUP MANAGEMENT REPORT – OUR GROUP
Group Strategy – Reebok Strategy
Reebok has made women a key component of its strategy, with a fundamentally different approach to the
female consumer relative to other brands in the industry. Instead of viewing women as a separate business
and approaching women with a distinct campaign or messaging, Reebok is putting women at the heart
of everything the brand does – be it in terms of product launches, content strategy, marketing activation
or distribution.
Through a strong focus on innovation, Reebok is leading the way in new fitness movements and further
strengthening its overall fitness positioning. The innovation and R&D priorities are mainly on providing
functional products in footwear and apparel that cater to evolving and new fitness activities. Areas of focus
include specific products to meet the performance demands of Fit Generation consumers. Reebok is also
investing in material development to support body temperature control, fit and durability. This is illustrated
by recent product launches such as the Nano series of CrossFit footwear, which has become the ‘official
shoe of fitness’, the Cardio Ultra, designed specifically for Studio Fitness, and the All Terrain Series, the
first shoe made specifically for obstacle course racing.
FORGINGALLIANCES WITH KEY PARTNERSHIPSANDASSETS
To strengthen Reebok’s credibility and validate the brand within ‘Tough Fitness’, Reebok has entered into a
series of groundbreaking partnerships with some of the fastest-growing and most innovative organisations
in the fitness world such as CrossFit, UFC, Spartan Race and Les Mills. Reebok also partners with a number
of highly influential athletes such as Kendrick Lamar and Ronda Rousey who share the brand’s values.
In 2010, Reebok entered into a long-term partnership with CrossFit, one of the fastest-growing fitness
movements in the world. Reebok is the official supplier of CrossFit footwear, apparel and accessories,
title sponsor of the CrossFit Games and has opened co-branded Reebok CrossFit boxes around the
world. While in 2010, there were approximately 2,000 CrossFit boxes globally, today there are more than
13,000 CrossFit boxes worldwide.
In 2013, Reebok forged a partnership with Spartan Race, the world’s leading obstacle race provider.
Like CrossFit, Spartan Race enables people to come together to experience fitness with a community of
like-minded individuals. Equally in 2013, Reebok announced two new partnerships to support its newly
launched Studio category. The first was Les Mills, one of the largest providers of in-gym studio programming
in the world with classes such as BodyCombat, BodyAttack, Sh’Bam, CXWorx and others. Les Mills classes
are among the most popular fitness classes in the world, with a total of 16,000 licensed studios in 80
countries around the globe offering Les Mills. In addition, Reebok started partnering with world-renowned
yoga instructor Tara Stiles. Inspired by Tara’s rebellious approach to yoga, this partnership ensures that
Reebok’s yoga collection combines expertise and insight with the brand’s rich fitness heritage.
In 2014, to support its newly launched Combat Training business, Reebok entered into a long-term
partnership with UFC, making Reebok the exclusive outfitter and apparel provider for the world’s leading
mixed martial arts organisation. The Reebok/UFC apparel line includes exclusive ‘Fight Week’ gear,
featuring the ‘Fight Kit’ for all UFC fighters and their respective teams and is being developed in conjunction
with UFC and its athletes. Additionally, Reebok is building UFC fan gear apparel and headwear, UFC training
gear, and specific products for The Ultimate Fighter TV Series.
see Research and
Development, p. 80