Reebok: Brand Story, Consumer Journey Research, Content Strategy

This effort was part of a brand strategy pitch. Covid-19 has put efforts on hold, but we were off to a helluva start.

Problem

Reebok was facing an onslaught of start up competitors with compelling origin stories that were taking market share. They were already behind Nike, bigger brother Adidas, and brands like New Balance and Puma, so they aimed to capture a new audience over the next 5 years. What did it need to do to stay relevant? Would the brand position or market segmentation need to change? How might we increase consideration among a staunch sneakerhead culture?

Solution

We learned that outside of eCommerce, Reebok’s main source of revenue was from wholesalers like Footlocker, The Finish Line, Champs Sports, & Dick’s Sporting Goods. The brand was considered ‘the CrossFit people’ or a connection to Allen Iverson (“We talkin’ about practice…”). Because Reebok was hidden behind other brands, it was difficult to create a connection and tell their unique story. Ultimately, the team presented a new brand architecture that empowered women and telling, what we called, a ‘new origins’ story - one of saving the planet through sustainability.

“Today’s generation is just as daringly different as those who shaped the origins of the brand. But instead of striving to be a competitive athlete or fashion maven as an individual, they seek ways to make the collective world around them better because they know far more than their individuality at stake.”

— Guiding brand insight

Sneakers are a statement. They say something about ‘me’.

Process

Understanding the consumer journey and perceptions. We began by conducting in-store visits, to observe & ask questions. And of course, buy some of our favorite kicks.

We conducted on the spot shopper interviews about their attitudes towards the sneaker and lifestyle or activewear industry. Their perceptions of the Reebok brand. The triggers for considering, selection, using, and being a brand advocate. And finally, what drove their decisions to purchase a particular brand.

Content review, audit, and benchmarking of brand, competition, and industry.
Reebok is an original challenger brand, empowering people to defy odds by being daringly different. And while other brands told women they have the power to be strong, Reebok inspired them to show how strong they really are. But, they were being crushed in the brand awareness game.

results (so far)

Combing user needs and market opportunities to create an optimized consumer journey and shopper persona.

outcome

It’s yet to be seen. The hope is we are able to complete the strategy delivery post COVID-19, but we will certainly be in a different world. Here’s a sneak peak at where we were heading.