Reebok to return to brand heritage

by Ed Kemp, Marketing 09-May-08, 15:00

LONDON - Sporting giant Reebok is to switch the focus of its global marketing strategy to women's fitness following ‘slow progress' since its acquisition by Adidas.

Herbert Hainer, CEO and Chairman of the Executive Board Adidas AG said that brand's without a clearly defined image would be the first to struggle in a period of economic downturn and that from 2009 Reebok would return to its roots in the women's fitness market.

Reebok enjoyed great success in the women's fitness market early 90s and popularised the Reebok Step. Adidas has identified the US and UK as the key markets for Reebok, where it will seek to clarify its brand positioning.

Hainer said that although he was satisfied with the brand's integration into adidas ‘I make no secret of the fact that Reebok's progress is going slower than we had hoped when we acquired the number three in the global sporting goods market'.

The brand will not abandon its presence in men's sport, where it has strong links to the NFL and NBA in particular as well as global sporting icons such as Thierry Henry, Andrei Shevchenko and Iker Casillas