Mallory Guymon Lisa Langi Rita Chan

History of Reebok

Historic Timeline

eebok, a name derived from African meaning gazelle, is a brand of authentic sporting, fitness and womens athletic gear. Originally, Reebok was based in the United Kingdom who became dedicated to producing a

shoe to help athletes run faster. In 1985, Joseph William Foster made his first pair of running shoes by hand. This was one of the first known shoes with spikes in them. Their small businesses quickly evolved into a family based organization which sold their shoes to prestigious athletes and made an appearance, via foot, in 1924 Summer Games by the athletes celebrated in the film Chariots of Fire. In 1958, two of the Fosters grandsons started a companion company that acquired the official name, Reebok. Later, in 1979, Paul Fireman noticed Reebok shoes at an international trade show. He negotiated for the North American distribution license and introduced three running shoes in the U.S. that same year. The shoes were sold at a whopping $60 which made them the most expensive shoe on the market. Overtime, Reebok has taken on other challenges in retail and now currently produces a wide variety of products from flip flops to helmets. They have developed relationships with the National Football League, National Hockey League, Major League Baseball and National Lacrosse League. Theyve had a wide variety of celebrity spokespeople, from Jay-Z to Eva Mendez.

Reebok introduced the first athletic shoe designed especially for women; a shoe for a hot new fitness exercise called aerobic dance. The shoe was called the Freestyle.

1982 1985

Reebok completed its initial public offering (stock symbol is NYSE: RBK).

Reebok began its partnership with golfer Greg Norman, resulting in the creation of The Greg Norman Collection.

1985 2001

Reebok formed a long-term strategic partnership with the NBA and WNBA.

Reebok launched Rbk a collection of street-inspired footwear and apparel hook-ups designed for the young man and woman who demand and expect the style of their gear to reflect the attitude of their lives: cool and edgy, authentic and aspirational.

2002 2002 2003 2004

The NFL granted a long-term exclusive license to Reebok.

Reebok formed an partnership with rap musician Jay-Z.

Reebok became the worlds leading producer of hockey apparel and equipment with its acquisition of The Hockey Company.

Reebok launched its largest global integrated marketing and advertising campaign in nearly a decade. I Am What I Am.

2005 2006

adidas-Salomon AG acquired Reebok.

Historic Timeline

History of Reebok

Reebok launched Run Easy, one of the most comprehensive running campaigns in the brands history.

2007 2007

REEBOKS MISSION Always Challenge and Lead through Creativity At Reebok, we see the world a little differently and throughout our history have made our mark when weve had the courage to challenge convention. Reebok creates products and marketing programs that reflect the brands unlimited creative potential. REEBOKS VISION Fulfilling Potential

Reebok launched its There are Two People in Everyone marketing campaign in select regions.

Reeboks global marketing campaign, Your Move launched and evolved Reeboks positioning as the brand that celebrates individuality and supports those who choose to do things their way.

2008 2008

Reebok is dedicated to providing each and every athlete - from professional athletes to recreational runners to kids on the playground - with the opportunity, the products, and the inspiration to achieve what they are capable of. We all have the potential to do great things. As a brand, Reebok has the unique opportunity to help consumers, athletes and artists, partners and employees fulfill their true potential and reach heights they may have thought un-reachable. REEBOKS PURPOSE To Empower Global Youth to Fulfill their Potential Commitment to Corporate Responsibility is an important legacy and hallmark of the Reebok brand. For two decades, Human Rights, through the Reebok Human Rights program, was the primary focus of this effort. Reebok has expanded on what had been built and created a Global Corporate Citizenship platform with a purpose for the brand that will help underprivileged, underserved youth around the world fulfill their potential and live healthy, active lives.

Reebok and driving ace Lewis Hamilton announced a multi-year partnership at a spectacular 3-D event in Amsterdam, home of Reeboks European Headquarters. At the event, Reebok unveiled The Athlete within the Driver, gave media a rare insight into Hamiltons demanding fitness regime.

Reebok launched the Jukari Fit to Fly workout, the first in a series of initiatives to come out of a new, long-term partnership with Cirque du Soleil. Jukari Fit to Fly makes fitness fun again by introducing a new way to move.

2009 2009

Reebok made a pledge to tone the butts and legs of women around the world with its innovative EasyTone footwear. Featuring first-of-its-kind balance pod technology, the shoe generates incredible results thanks to proprietary technology invented by a former NASA engineer.

CAMPAIGNS
Loose the Beer Belly 2000 In 2000, the UK launched a campaign called, Loost the Beer Belly. The campaign consisted of a memorable commercial with a man being chased by a giant human belly. It was voted 10th best advertisement of all time by ITV on their program, ITVs Best Ever Ads 2. Terry Tate: Office Linebacker 2003 A series of short comedy TV commercials was created by Rawson Marshall Thurber, for Reebok, first shown at Super Bowl XXXVII in 2003 featured Lester Speight as Terrible Terry Tate, an American Football linebacker who gives out the pain to those in the office who are not obeying office policies. The 6-foot-7-inch, 320lb Pain Train premiered in front of millions during the third quarter of Super Bowl XXXVII. Character, Terry Tate, nicknamed the Office Linebacker, showed co-workers at the fictional company Fletcher & Sons, who was boss while sporting Reeboks products. Reeboks Terry Tate: Office Linebacker campaign had incredible success. More than 20 million Terry Tate films were downloaded from the Reebok website and the campaign received global reviews. They received rewards such as, Cannes Lions International Advertising Festival Golden Lion Award winner, Best Actor in a TV Commercial and Ten Most Liked and Downloaded Ads of 2003 by Advertising Age and Most Likeable Ad of 2003 by USA Today. There are a total of 9 episodes made in the US and UK. The advertising campaign was one of the most successful of those in the history of the Super Bowl halftime shows. An overview of the Terry Tate episodes: Terrys World (August 11, 2002); An introduction to Terrys world. Draft Day (September 1, 2002); Felcher & Sons hire a new linebacker, Courtney Cate, to work alongside Terry in the office. Office Athlete Of The Century (September 14, 2002); Terry is awarded the prestigious Office Athlete Of The Century award from OSPN Vacation (October 15, 2002); After 1000 days at work without a single day off, state law requires that Terry must take a vacation. Super Bowl 2003 commercial (November 27, 2002); This is a remix of the incidents from the past episodes, depicting scenes from the past episodes. Streaker (December 4, 2002); In a direct spoof of a similar Nike ad, a naked man runs across the field during a soccer match. Sensitivity Training (February 1, 2004); Office worker Paul Merkin accuses Terry Tate of assault Late Lunch (January 22, 2005); A short episode showing how Terry tackles a worker, Roger, who returns back to his desk late for work. Pro Bowl; In this episode, Terry helps keep the players focused on the game and ready to give 110%.

CAMPAIGNS
I am What I am 2005 In February 2005, Reebok launched an $50 million global integrated marketing and advertising campaign I Am What I Am. The campaign encouraged young people to embrace their own individuality by celebrating their contemporary heroes. Celebrities featured in the campaign included music icons Jay-Z, Daddy Yankee and 50 Cent; top athletes Allen Iverson, Donovan McNabb, Curt Schilling, Kelly Holmes, Iker Casillas and Yao Ming; screen stars Lucy Liu, John Leguizamo and Christina Ricci; and skateboarder Stevie Williams. The campaign competed aggressively with Nikes Just Do it campaign. U.S. sales of athletic shoes (many worn purely for style) grew 3% in 2004 from the prior year to $16.4 billion. Reebok bet basically its entire company on the campaign. The debut of the commercial happened during the NBA All-Star game. I Am what I Am became so meaningful and spoke so perfectly to the essence of Reebok that the following year, it became Reeboks brand attitude. I Am what I Am as a simple statement, had many interpretations, but for Reebok it meant being proud of who you are. It was a campaign for those who have their own views and opinions and arent afraid to share them. Run Easy 2007 The Run Easy movement defies the way brands have presented and consumers have thought about running. Run Easy tells runners its OK to run within their comfort zone and challenges the typical running ideal. Run Easy was derived from the trend that running is focused on performance, distance, time and results. Reebok believed that consumers were being misled to believe that running, which is the most accessible sport in the world, has become exclusive and discourages active participants beginners from joining in. Run Easy encourages not only those who run to stay fit or run as part of an active lifestyle but also those who just started running and those who are thinking about getting active again. Reebok assertively promoted the more social and fun aspects of running which would encourages more people to participate and have fun while doing it. Ad placement was diverse but focused on print ads throughout busy and active cities. The effect would encourage the public to reflect and ponder on their active life and entice them to run, for fun. Unfortunately, a spelling error occurred on a print ad on the Number 6 train in busy New York City. Critics, citizens and consumers raved via social media about the incident but didnt play a large role in the campaign.

CAMPAIGNS
There Are Two People in Everyone 2007 The Two People in Everyone global marketing campaign highlighted Reeboks unique brand point of view of applauding an individuals balance between sport and life. The campaign brings to life Reeboks brand mission of Celebrating individuality in sport and life. Channels of communication were through a host of media -innovation in television, retail, out of home media, print, digital and various other integrations. The coined manifesto declares that there is more to an athlete than his or her sport: Some maintain sports is a faction of elites. That only the top 1% matter. That those who allocate every waking moment to the perfection of their game trump all others. That those who try to find a balance between sport and life are defeated before the opening buzzer. We respectfully disagree. Actually, we disrespectfully agree. Actually screw those guys. The visuals starred current sports icons from around the world including: Cricket standouts Rahul Dravid and MS Dhoni, football stars Thierry Henry, Iker Casillas and Andriy Shevchenko, basketball all-stars Allen Iverson and Yao Ming, tennis rising star Nicole Vaidisova, Korean pop sensation Ivy, top Japanese model Jessica Michibata, South American triathlete Oscar Galindez and accomplished martial artist Kid Yamamoto That year (2007) was a defining year in the history of Reebok. They opened 40 exclusive lifestyle stores. They had a strong sports heritage with 51% market share.. The Two in Everyone campaign is a huge step for them. The campaign is simple and focuses on the understood concept that there are at least two sides to everyone. From the superstar athlete, top model or pop sensation to the everyday consumer, everyone can relate to having at least two sides. Fuel Yaos Unlimited Power 2007 Fueling Yaos Unlimited Power was an interactive campaign that encouraged fans to collectively give Yao strength and energy for his journey to the 2008 Olympic games. The Yao Ming Power Meter served as the tracking device to measure Yaos increasing support in his homeland, Beijing, China. It was the largest campaign Reebok ever launched in China. Yao Ming joining the Reebok family in 2003 and has starred in several additional campaigns for the brand including I Am What I Am and Two People in Everyone. The unique campaign allowed consumers to actively participate in adding to Yaos force virally driving home the message that Yao is fueled to compete at his best by his loyal fans. Reebok launched an interactive website www.reebokyao. com, which was created especially for Yaos fans to show their support.

CAMPAIGNS
Reebok Nation 2007 During the 2007 World Series, Reebok aired a 30-second a local TV spot called Reebok Nation which showcased Reeboks incredible ties to Boston sports. The goal of the spot was to bring excitement to the Reebok brand in its own backyard during a very exciting time for Boston. The spot establishes a connection with Reebok and Bostons pro sports teams by showcasing many of the Red Sox, Patriots, Celtics and Bruins players who wear Reebok on the field. The spot also featured special appearances by actor Donnie Wahlberg, Boston sports legends Bobby Orr, Doug Flutie who labels Boston as Reebok Nation and then is followed by a special appearance by the mayor of Boston. Reebok Nation only aired locally in the Boston market through games 3 and 4 of the World Series and during Patriots, Bruins, Celtics and BC Eagles games. This small campaign helped their rapport in the community at a smaller price, relative to their current campaigns. Framed 2007 Framed was created in partnership with Carat/MY Entertainment and Roadside Entertainment. It tells the unique stories of some of todays top athletes from the perspective of some of Hollywoods hottest stars. Celebrities featured in the original series include NBA All-Star Baron Davis framed by television and screen star Emmanuelle Chriqui, legendary basketball star Allen Iverson framed by music icon Nelly, one of the best global football players in the world Thierry Henry framed by acclaimed actress Paz Vega, the NFLs 2006 Rookie of the Year Vince Young framed by famed actress Regina King, and 2007 World Series winning baseball great David Ortiz framed by comedian Carlos Mencia. The radical show, launch on the International Film Channel (IFC), captures the compelling journey of entertainment icons becoming first-time directors and professional athletes making their first appearance on the big screen. Each halfhour episode followed the athlete/entertainer pair over two days as they get to know each other. It helped Reebok to

CAMPAIGNS
Your Move 2008 The Your Move global marketing campaign, kicked off in 2008 and aided in evolving Reeboks positioning as the brand that celebrates individuality, and supports those who choose to do things their way. The Your Move message is communicated to consumers through an integrated platform which includes: digital, TV, out-of-home, print, and PR. This campaign had a active called to action for their consumers. Through the TV and web advertising, which features Thierry Henry, Jelena Jankovic and Alexander Ovechkin, Reebok invited consumers to watch these athletes moves and encourage them to share their moves on reebok.com/ yourmove. On the site, additional consumer moves are highlighted and these videos helped with adding an element to the campaign that served as inspiration to other consumers to upload their own moves. In addition to being featured in Reeboks digital and TV advertising, Henry, Jankovic and Ovechkin are joined by many of Reeboks other global brand icons, including Allen Iverson, Andriy Shevchenko, Yao Ming and Carolina Kluft in print ads. These executions allowed the brand to deliver our do it your way philosophy through athletes and consumers. Thus, Reebok continues to encourage individuality amongst its consumers.

EasyTone
How it works EasyTone shoes use balance ball-inspired technology with moving air to help people tone a key leg muscles. Pods in the sole of EasyTone shoes are based on the proven benefits of instability training, they create softness and micro-instability with every step, which helps activate key leg muscles, making them work harder with every step. The pods are filled with moving air, which moves from the pod in the heel of the foot to the pod in the forefoot as your heel hits the ground, increasing the size of the front pod. As you step forward and roll through the front of your foot, your leg muscles have to work even harder to overcome the increased volume of air. www.Reebok.com How EasyTone was tested Reebok performed electromyography (EMG) testing to test the muscle activity in EasyTone. EMG testing involves sensory electrodes being attached to key muscles, which measure the levels of muscle activation as a woman walks. By comparing the changes in muscle activation between different types of shoes, one can determine which shoes are working the muscles hardest. Over a period of several months, a cross section of women tested the EasyTone and the Reebok ExpressWalk (a standard foam-based walking shoe) in a lab environment. When EasyTone footwear was compared to a typical foam-based walking shoe, our EMG testing supported the concept of the EasyTone shoe, which is to help increase muscle activation in key leg and butt muscles through softness and micro-instability. www.Reebok.com

EasyTone 2009 In July of 2009, Reebok launched the EasyTone campaign into the shoe market. The shoes had new technology that involves balancing pods under the heel and forefront of the shoes to creat instability and forces the muscles to adapt and develop tone. The shoes were marketind as a walking shoes and targeted towards women. Since the launch, it has been Reeboks most successful product in 5 years. The campaign involves many celebrity women, including Ashlee Simpson, Evea Mendez and the Kardasian sisters, promoting the product as a simple and productive away to multi-task and get in shape.

Ree 2010 Reebok kicked off the new decade with their Ree campaign in hopes to Reedefine sport and style to bring back the fun and joy. Ree is identifiable to Reeboks consistent brand and campaigns that have been launch over the last ten years. This was a new and fresh approach to enhance their brand. With the Ree, campaign, Reebok is asking consumers to reethink their perceptions of sport, and remember why they play, sweat and cheer because its fun. The campaign is a fun, bold and provocative approach to sport that challenges the winning is everything mentality and aims to bring back the fun and joy. The attitude was incorporated in every aspect of brand and product. The campaign highlighted two key products, Reebok EasyTone and Reebok ZigTech.

Reebok Copy

Current Strategy

Competitors
The biggest competitors to Reebok is Skechers. Reebok present itself a global brand that creates and markets sports and lifestyle products. Reebok launched to Easy Tone. The idea is toning women body when they wear Easy Tone product. Skechers also claim itself a leader in the lifestyle footwear industry, designs, develops and markets lifestyle. Skechers has presented a Tone-ups running shoes. The idea of Tone-ups is toning body while doing excise. The idea is closed to Reebok Easy Tone idea. They both sell an idea of toning our body . The other competitor is Puma. Puma profess itself is one of the worlds leading sportlifestyle companies that designs and develops footwear, apparel and accessories. They have similar mission, objective and goal. They both claim themselves are leading sport lifestyle. The design of the product Reebok and Puma like footwear, apparel and accessories, both approach to sport lifestyle and fashion

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Target Market
Reebok is global brand target on exerciser. Recent year, Reebok launched to Easy Tone which targets women who are not only fashion or style conscious but fitness conscious too in very real and fun way. And the target age is 18-35 years old. Reebok use girls for Easy Tone ad model. Every Reebok girls are sporty, young, body figure is well tone and wear fashionable sport outfit. Reebok also has a spokesman who is Eva Mendes. A tag on Eva Mendes ad for Reebok is Eva Mendes Choose Easy Tone. Reebok launches a new market for Easy Tone and its collection of toning footwear and apparel, featuring the Reetoners. Seven inspirational women who fit fitness into their busy lives even more with Easy Tone, the Reetoners appear in TV and print advertising. Reebok launch EasyTone to India. With the launch of Easy Tone Apparel Reebok now have the most unique proposition for women that no other brand can claim in India; toning the whole body with every move simply by slipping into the Easy Tone apparel and footwear. The ad showcases real woman from all around the world not only India.

Creative Brief
In 1950 Reebok began to make its mark in the athletic industry. The company started out with running shoes being sold for $60. At that time is was the most expensive running shoe on the market. Years later in 1980 Reebok shifted to focus more on women and the new trend of exercise called aerobic dance. From this Reebok encouraged some major trends. These trends were aerobic dance, women participating in sports and exercise, and well-designed footwear that can be worn both as athletic shoes and as street shoes. Reebok also came out with the trendy pump technology for different kinds of sports. In the 90s Reebok expanded to specialize footwear and apparel in different sports like track and field, soccer, football, basketball, baseball, and tennis. Reebok also started to align themselves with famous and inspirational athletes. In 2000 and on, Reebok continued to improve their brand by signing a partnership with the NFL, for all consumer products, manufacturing, marketing, and selling NFL licensed merchandise. They did the same with the NBA in 2001. Since these monumental events Reebok has continued to improve, expand, launch new products, make new partnerships, etc. but is always striving to keep up with competitors like Nike. Reebok has positioned them selves as always being number two in the athletic shoe industry. The mentality will always serve as a barrier for progression. If Reebok always sees them selves as second, everyone else will see them as second as well. With that positioning, they are basically saying, there is someone doing better than we are, our competitors are better than us. The target audience for the Reebok Easytone itself is 18-35 females and males, although it is targeted much more to women. It would be wise for Reebok to start to target more toward men, because the majority of sports they sponser and promote are targeted to men. Reebok uses having fun getting fit as motivation to buy their products. They try to stray away from the competitive, brutal aspect of sports, and more on getting in shape and having fun doing it! They are encouraging people to get fit on a daily basis with out having to go to the gym or have a grueling work out. This is encouraging because it takes the intimidation factor out of working out. The purpose of their advertising is to promote Reebok and how they take a different approach than their competitors. When choosing celebrity spokespersons Reebok should also focus on actual athletes besides movie stars or

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singers. (Ashlee Simpson, Eva Mendez). As an athletic brand, they should be focusing on athletes as well. If people want to be viewed as more athletic, or get fit, they are going to follow Athletes. People that are into sports usually have athlete role models, not a singer or actor. Reebok should continue to express style and individuality with the shoe, setting themselves apart from brands like Skechers with bulkier styles. Reebok should continue to stay viral with their campaign. It can be marketed at any time of the year, because the shoes can be worn indoor or outdoor. Reebok should continue using their current advertising mediums.

Works Cited
Adidas Group. Adidas Group. Retrieved June 13, 2011, from www.adidas-group.com Drea. Reebok EasyTone Shoes Promise to Tone Your Butt. Fad Alert!. Business Pundit: Your daily dose of smart business opinion. Retrieved June 20, 2011, from http://www.businesspundit.com/reebok-easytoneshoes-promise-to-tone-your-butt-fad-alert Home. Reebok. Retrieved June 20, 2011, from corporate.reebok.com/en/about_reebok/default.asp Johannes, L. (2009, September 15). Shoes That Rock Your Muscles . The Wall Street Journal. Retrieved June 20, 2011, from online.wsj.com/article/SB10001424052970203278404574413002408468102.html Kiley, D. Reebok and Adidas: A Good Fit. Businessweek - Business News, Stock Market & Financial Advice. Retrieved June 24, 2011, from http://www.businessweek.com/bwdaily/dnflash/aug2005/nf2005084_8340.htm Kushner, A., McInerey, E., & Muth, A. (2010, March 9). Easy tone marketing plan. Upload & Share PowerPoint presentations and documents. Retrieved June 21, 2011, from http://www.slideshare.net/anmuth/ easy-tone-marketing-plan PUMA Online Shop - Athletic and Retro Shoes, Clothing & Sportswear, About Us. PUMA Online Shop. Retrieved June 12, 2011, from http://www.shop.puma.com Reebok promotion. Special K Challenge. Retrieved June 20, 2011, from http://www.specialkchallengeuae. com/Promotion SKECHERS Corporate Information - Home. SKECHERS. Retrieved June 17, 2011, from http://skx.com Under Armour, Inc. - About Under Armour. Under Armour, Inc.. Retrieved June 19, 2011, from http://www. uabiz.com/company/about.cfm Zmuda, N. (2011, March 8). Reebok Boosts Spending Behind EasyTone, ZigTech | News - Advertising Age. Advertising Agency & Marketing Industry News - Advertising Age. Retrieved June 24, 2011, from http:// adage.com/article/news/reebok-boosts-spending-easytone-zigtech/149293

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