Reebok – Global Brand Reposition

To restart growth in the footwear and apparel categories at a moment of change, Reebok needed to reposition with a new, sharper brand position to challenge the market. With specific elements of the historic brand locked (logo, name, strapline), everything else from market position through to product strategy was sharpened around a distinct view of the consumer and the category. 

The footwear category doesn’t really care about movement – it cares about where you’re going. Movement is a means to an end to many shoe manufacturers. Move faster to win. Savour victory. Grind. However, no one celebrates movement itself and how every person moves differently. Instead, we’re told we need to share the same goals for how we move and move in the same ways.

Reposition the Reebok brand around the act of individual movement – celebrating motion and showing that the famous line ‘Life isn’t a spectator sport’ means that if you aren’t moving in your own way, you’re not playing in the game of life.

Idea:

Re-establish the Reebok brand around individuality and movement – splitting the category against those that see movement as an act to endure and those that talk about non-movement creativity and individualism. Show that our products tie both together and enable you to move how you like.

Since its launch in 2022, Reebok’s new brand position has guided a shift in product, brand and communications strategies, giving a differentiated tone that has engaged retailers and consumers alike. It has set a long term ambition for how the brand will grow going forward in years to come.