SPOTLIGHT: REEBOK


Reebok is all about having fun while staying fit and infuses this attitude in everything it does. The company has always seen the world a little differently, challenging convention and leading through creativity. This began more than 20 years ago when Reebok revolutionized the fitness industry with aerobics, and by telling women “it’s ok to sweat.”
This innovation continues today; in Spring 2009, Reebok launched EasyTone footwear and made an immediate impact in the industry by allowing the consumer to “take the gym with you” without sacrificing style. The design team broke away from the chunky (dare we say ugly) designs commonplace in the toning market by taking inspiration from balance balls. This translated into a low-profile, moving-air technology which revolutionized the toning footwear industry in a matter of months. The more serious, quantifiable muscle-toning benefit of EasyTone footwear is lightened by Reebok’s fun, bold, provocative brand voice. Maintaining this attitude consistently between product, advertising, digital and retail has been a key to increasing awareness of EasyTone among female consumers in the US by 31 points in 6 months. It’s also helped Reebok increase product in the marketplace by more than 1000% over the course of 12 months during a global recession.
Reebok’s approach to fitness innovation is leading to new successes with EasyTone apparel and ZigTech footwear. And Reebok’s retail partners are asking for more, sooner. Innovation has its rewards!

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