Reebok reveals global brand strategy

Reebok is preparing to launch a global brand strategy to position itself as the world’s primary fitness brand, and will feature sportsmen including Lewis Hamilton and cricketer MS Dhoni in a campaign to support the new direction.

/l/d/w/Reebok.jpg

The brand says the new strategy is designed to “change the way people perceive, define and experience fitness” and achieve Reebok’s ambition “to bring fitness to the world and be seen as the world’s fittest company”.

Reebok has identified the fitness sector as a “significant opportunity” and it hopes to “own this space” around the world.

The campaign, which includes a partnership with fitness programme CrossFit, will be launched in the UK in March at an event at Tower Bridge alongside Reebok’s “The Sport of Fitness has Arrived” campaign.

The TV, print, digital and outdoor campaign will focus on CrossFit, a fitness training regime that combines strength and conditioning in 30-minute group sessions.

It will also feature sportsmen such as cricketer Gautam Gambhir, NFL stars Chad Ochocinco and Roddy White and NBA star John Wall.

Experiential activity will see the brand launch pop-up CrossFit gyms in shipping containers located in iconic places around the world such as London Bridge and the Empire State building.

Reebok president Uli Becker says: “There is a shift happening today in the fitness world that is born from the idea that fitness can be a sport – with all the elements that we love about traditional sports.”

CrossFit claims to be one of the fastest growing fitness movements in the country and is used in gyms as well as police and military training academies and by athletes.

Fitness activities in the scheme include weightlifting, sprinting, gymnastics, power lifting, kettlebell training, plyometrics, rowing, and medicine ball training.

Reebok, which is part of the Adidas Group, is also launching internal initiatives to encourage employees to get fit via CrossFit and be more productive.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here