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In 2010, the Reebok brand continued to execute its strategy, positioning itself as a premium sports and lifestyle brand focused on fitness and training. Based on its roots and heritage in fitness, Reebok has developed a roadmap for its key businesses going forward: Own Women’s Sport, Challenge in Men’s Sport, Revive Classics.

Unlike many other brands, Reebok is committed to making fitness aspirational and fun again – by providing consumers with experiences, products and the inspiration to be fit for life. ...

Unlike many other brands, Reebok is committed to making fitness aspirational and fun again – by providing consumers with experiences, products and the inspiration to be fit for life. With a holistic approach to fitness, Reebok provides consumers with proprietary technologies based on the three key elements of total fitness: strength, conditioning and flexibility. Through a focused approach to these elements, Reebok has developed three key product concepts:

• Toning (launched in 2009)


• ZigTech (launched in 2010) and


• RealFlex (launched in 2011)

These three product concepts are designed and will be commercialised across genders.

In 2009, Reebok launched the EasyTone footwear collection that is designed to help tone key leg muscles. EasyTone is based on Reebok’s proprietary “Moving Air” technology. ...

In 2009, Reebok launched the EasyTone footwear collection that is designed to help tone key leg muscles. EasyTone is based on Reebok’s proprietary “Moving Air” technology. It involves two balance pods under the heel and forefoot of the shoes that create natural instability with every step, forcing the muscles to adapt. Building on the success of EasyTone, in 2010 Reebok expanded its footwear offering into running with RunTone and training with TrainTone.
 
The brand also expanded its toning reach with a new offering of lifestyle, athletic and dress shoe models to capture additional consumer segments and distribution channels.
To continue driving its position as one of the leaders in the toning category, Reebok launched EasyTone apparel in the second half of 2010, therefore introducing the first head-to-toe toning story in the marketplace. EasyTone apparel includes stylish tops and bottoms which are designed to help tone key muscles as a part of a healthy fitness lifestyle. EasyTone apparel uses Reebok’s proprietary ResisTone bands which create resistance with every move.
 
Reebok will evolve the toning platform for 2011 with the launch of the “Tone while you live” campaign. This campaign features inspirational EasyTone fans from around the world who fit fitness into their busy lives with EasyTone footwear and apparel.

In spring 2010, Reebok introduced its second innovative technology with ZigTech, an innovative running and training shoe concept for conditioning activities. ...

In spring 2010, Reebok introduced its second innovative technology with ZigTech, an innovative running and training shoe concept for conditioning activities. ZigTech not only created outstanding buzz among consumers but also saw strong sell-through success for men, women and kids at key accounts in key markets including the USA, Russia and Korea.
Reebok’s ZigTech footwear utilises a unique “Zig-Zag” geometry that delivers energy transfer back to a runner’s running stride. Its unique sole propels the runner forward and is designed to help reduce muscle fatigue in shins.

Reebok’s strategy is to expand the ZigTech platform across categories in order to build ownership with this iconic geometric shape. For example, in October 2010, the brand launched ZigTech Basketball in conjunction with Washington Wizards Rookie John Wall, allowing Reebok to revive the basketball category. The brand also extended ZigTech into Kids, capturing this young and influential consumer in a highly relevant way. The ZigTech girls and boys launch in the fourth quarter of 2010 in the USA was supported by an integrated “ReeZig” marketing campaign.

In spring 2011, the next category-specific evolution of ZigTech for men and women will follow with the launch of ZigTech Nano, a lower-profile version of the original ZigTech.
 
Capitalising on the momentum generated by ZigTech footwear, Reebok takes the energy of ZigTech from the feet up to the body with the launch of ZigTech apparel for both men and women in 2011. ZigTech apparel is made with special fibres called Celliant. These fibres are made with a collection of natural minerals that help to increase oxygen levels in the skin.

The ZigTech concept will be supported by an integrated global marketing campaign “ReeZig – More Energy” in 2011. The campaign features key assets from Reebok’s roster of athletes including John Wall, Lewis Hamilton, Alexander Ovechkin and Peyton Manning. It shows the athletes in training action with a visual language highlighting the unique zig-zag shape.

In 2011, Reebok will introduce its third pillar, supporting flexibility and natural movement. ...

In 2011, Reebok will introduce its third pillar, supporting flexibility and natural movement. RealFlex is engineered with 76 independent “sensors” that help promote the natural movement of your feet. These sensors are positioned to flex and move throughout the stride while providing protection under the feet. RealFlex provides Reebok with a unique point of view in the fast-growing lightweight running and training category. And just like ZigTech and Toning, RealFlex represents a distinctive visual DNA as well as a highly relevant, functional consumer proposition.
 
Reebok also demonstrates its commitment to this fitness and training area through the creation of innovative workout experiences such as its partnership with Cirque du Soleil and the roll-out of the Jukari training programme. In 2011, Reebok will expand its fitness footprint around the world through an innovative, back to basics grassroots movement.

Reebok Classics leverages the fitness attitude and roots of the brand into the lifestyle segment. ...

Reebok Classics leverages the fitness attitude and roots of the brand into the lifestyle segment. Classics targets consumers who want to be “fit for the street” and value trend-right products that fit their mobile lifestyle. In 2010, the foundation and strategic direction of the Classics business was further defined, which has laid the groundwork for Reebok Classics to re-emerge in 2011.
 
The key product concept in 2011 is Reebok Lite. This collection modernises Reebok’s Classics offering by combining lightweight, trend-right materials and Reebok’s proprietary technologies.
 
The result is a range of products that provide supreme comfort, technical details and a distinctive aesthetic appeal. This new product collection will be highlighted through an integrated global marketing campaign. World-renowned music producer and newest member of the Reebok family, Swizz Beatz will act as Creative Director. The campaign will bring together music, dance and the Reebok Lite product collection, which will announce to the world that Reebok Classics is back.