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Reebok's Product Success Stories

Reebok is a global brand owned by Adidas that creates sports and lifestyle products. It focuses on sports, fitness, and women's categories. In the late 1990s-2008, Reebok committed to elite athletes and exclusive sports partnerships. It launched street-inspired shoes under the Reebok brand. From 2009-2011, Reebok launched three popular products: ReeTone targeted women, ReeZig marketed its strong grip, and ReeFlex showed flexibility and quality. Today it contributes 18% of Adidas group sales under CEO Uli Becker.

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Antariksh Bhandari
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128 views8 pages

Reebok's Product Success Stories

Reebok is a global brand owned by Adidas that creates sports and lifestyle products. It focuses on sports, fitness, and women's categories. In the late 1990s-2008, Reebok committed to elite athletes and exclusive sports partnerships. It launched street-inspired shoes under the Reebok brand. From 2009-2011, Reebok launched three popular products: ReeTone targeted women, ReeZig marketed its strong grip, and ReeFlex showed flexibility and quality. Today it contributes 18% of Adidas group sales under CEO Uli Becker.

Uploaded by

Antariksh Bhandari
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Reebok

Fulfilling Potential

ReeTone, ReeZig and ReeFlex- Success Stories Consumer Perception

Reebok
What is Reebok today?

COMPANY PROFILE
Established in 1980s and named after African gazelle Adidas officially took over Reebok in 2006 due to struggling with several years of steady decline Contributes 18 % of Adidas group sales CEO: Uli Becker Reebok is a global brand that creates and markets sports and lifestyle products built upon a strong heritage and authenticity in sports, fitness and womens categories.

Reebok
What is Reebok today?

STRATEGY AND FOCUSED AREAS

Reebok
What is Reebok today?

KEY PRODUCT CONCEPT

Reebok
What is Reebok today?

PAST MARKETING (LATE 1990s - 2008)

Commitment to identify its brand with the worlds most talented, exciting and cuttingedge athletes. Since then, focused on athletes who represent the top elite of sports and fitness. Exclusive partnership with the national leagues

Reebok street-inspired footwear, cool and edgy


Integrated marketing campaign with sports, music, technology and entertainment First non-athletes: Jay-Z and 50 Cent

Reebok
What is Reebok today?

REETONE (2009)

ZIGHTECH (2010)

REALFLEX (2011)

Consumer Perception
Three main products that gathered maximum popularity were ReeTone, ZigTech and RealFlex ReeTone was a product that was targeted for the female population, marketing was done accordingly ZigTech, also known as ReeZig was a sport shoe which marketed the shoes grip. In the packing boxes, the shoe was deliberately attached upside down just to show its strong grip ReeFlex or RealFlex was again a product that was launched showing the flexibility of the material used in the shoe, and the quality used in the making

Reebok
What is Reebok today?

THANK YOU
Submitted To : Prof. Olive Nerulkar Submitted By : Shreekar Bhat SY D Roll No. 2218

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