How Did Reebok Become More Human?

What comes to your mind when you hear the word “Reebok”?

 My answer would be:hard core workouts, kick boxing, and a countless number of dead-lifts!

 Reebok is global athletic footwear and apparel company founded in 1895 in the United Kingdom.

 In 2005 Reebok and Adidas joined to respond to the growing threat of the market leader (Nike).

Why did Reebok decide to become more human?

The problem is, after a few months of success, Reebok's revenue showed a consistent downfall from 2006 onward.

In 2011, US federal Trade Commission Agency alleged charges against Reebok for advertisements which were misleading and Reebok had to pay a settlement amount of $25 million for its shoes line ‘Easy Tone’ that claimed to have balance pods that should create instability which "encourages toning through increased muscle activation”.

One year later, in 2012 Reebok was struck by fraud at its Indian unit, leading the company to a loss of 157 million dollars.

In 2015 Reebok decided that it is time to rise again by a completely re-branding themselves and establishing their ongoing campaign

 (Be more Human).

Addressing the issues Reebok had, "For 30 years we've been successfully making products for elite athletes in every imaginable sport, but what we haven't been able to do is inspire enough people to move," said Matt O'Toole, Reebok Chief Marketing Officer.

The Inspiration:

 The focus of this multi-channel campaign is that there are so many elements to explore and immerse you in.

With the new logo launch chief marketing officer elaborates "The Reebok Delta has three distinct parts each representing the changes (physical, mental and social) that occur when people push themselves beyond their perceived limits and embrace an active and challenging life."

The media content of “Be more human” is focused on unleashing inner strength and its promoted as “How will you honor the body you’ve been given?"

                                                                              source:https://www.youtube.com/

Reebok teamed up with  important names in the industry like, Les Mills for Aerobics, Body pump and boot camp ,Cross Fit and Spartan.  All are workout styles that are popular.

source: http://www.sportbuzzbusiness.fr/

Currently, Reebok is focusing on empowering women. “We’re celebrating women who are transforming themselves and the world around them” they are collaborating with influential athletes and artists who are making positive changes to the world in unique ways like Gigi Hadid and Ariana Grande .

source:https://www.reebok.com/international/

The campaign features inspirational videos it the cause can be supported in two ways:

•   limited edition t-shirts with inspirational messages by these women
•   “Donate in sweat” where Reebok donate $5 for each person posting an original workout photo to social media and tags with #BeMoreHuman. Donation is split  between Women’s Strength Coalition and Movement Foundation Charities.

source:https://www.reebok.com/international/

Reebok's powerful message is there in every detail of their campaign ! here's how they turned a normal kickboxing workout into an amazing piece of music.

source:https://www.youtube.com/

This campaign lead to a significant improvement in the sales of the company and is expected to show more growth in the profit of the company in future.

Resources:

https://news.reebok.com/

https://www.youtube.com/

https://www.reebok.com/international/

https://www.mbaskool.com/business-articles/marketing/9995-reeboks-rebranding-a-comprehensive-analysis.html