Reebok - brand analysis and strategy for new relationship with its customer

According to it's knowledge, we may say that Reebok has an important asset; Paul Fireman, who has followed the sociological movements and adjusted its business strategy. Reebok has understood the need for sport and fitness shoes and also that design and quality are both crucial points. The brand diffused and targets their vision on the 'Top Runner' in the athletic market. In addition, Reebok needed to find the way to develop their international customers. In 1982, Reebok had predicted a new successful market; the women sport design trend and the Aerobic dance movement. Here, Reebok had found the trend image to promote it's shoes. Indeed, growth and the need to exceed frontiers at this stage was crucial to face new movements, new diffusion ways and new generations. Reebok realized that traditional marketing did not have the same impact; new marketing techniques had to be used. In the mature market (US/EU), Reebok believes that the lifestyle brand is able to gain market shares.

[...] Reebok has to put on its strategies on a new potential buyer. What target could Reebok chose? The company can’t choose skateboarders because this segment is surrounded by old and famous brands. The hip-hop fashions have started decreasing in its growth rate as today there are newer ways to express your mind. That is why the current fashion trends become unfashionable quickly. Today, potential customers spend more time on Internet than spending time on outdoor sports . They consume fast food, drink beer, watch football, play video game, and hate to home. [...]

[...] Hip Hop artists have a particular style like baggy jeans, baseball caps, gaudy gold necklaces and above all expensive sneakers so, this is a good opportunity for Reebok to use this as a means to promote their products. They have a lot of influence with urban young men, for example, Pharrell Williams, a famous producer and singer downs a lot of these clothes in style. Try looking at the video featuring Britney Spears, and you’ll see the usage of these sneakers in the video. [...]

[...] We know that Reebok must realize the importance in promoting campaigns, especially with Hip Hop artists and famous stars, for their new collection Cream”. Reebok launched a collection which is totally different from the traditional collections, so the company must create a promotion totally different from previous ones, to create a Buzz in the market Threats Trends come and leave, so Reebok has to understand that trend could just be a fashion and must anticipate further desire of customers. They should try and analyze short term trends, long term ones and future ones. [...]