REEBOK

SPORT MARKETING

WHY REEBOK COULDN´T MAKE A FORTUNE?

According to the environmental point of view at the beginning of the brand, it didnt
have a specific focus and did not innovating in anything new, customers did not see
the need to buy Reebok instead of its stronger competitors such as Nike and Adidas,
which They are recognized brands at a sports level in sports such as soccer, tennis,
among others, so there was no demand for reebok products and it prevented him
from making a fortune. Nowadays, although it is already associated with crossfit, it
Need more recognition to be at the same level as the leading brands.

WHAT WAS A REEBOK´S COMPETITIVE STRATEGY BEFORE

AND AFTER THE DEAL WITH CROSSFIT?
Before the contract with crossfit Reebok use Market follower strategy because what
he was looking for was to recover from its fall and return to being a leader, but this
strategy did not give good results since it was still stagnant and without finding a
focus. On the other hand, after the contract with Crossfit, the strategy was more like
market nicher strategy because they focused more on a specific and small group of
people, due to of this, their popularity began to rise more since this sport has gained
much strength in the last years.

WHICH OPPORTUNITY WAS FOUND BY REEBOK?

We can find that Reebok took the initiative to take crossfit and give a new identity to
fitness life as a new sport, that is so fashionable to promote its brand, taking
millennials and Y generation as a population.

WHICH NEED WAS SCOPED BY REEBOK? JUSTIFY

The need scoped by Reebok was to establish a fitness brand where people felt
identified, want and feel the necessity to obtain the Reebok products were
generated, since they were given a voice and as mentioned before a new identity to
fitness life and all this movement.
MENTION THREE MARKETING TACTIC STRATEGIES THAT
WERE USED BY REEBOK TO POSITIONATED ITS BRAND AS
A FITNESS BRAND
 “change the way people perceive, define and  I consider that the most important tactic
experience fitness” and achieve the ambition was to keep the customer satisfied because
“to bring fitness to the world and be seen as with this they would have more publicity
the world’s fittest company”. given by voice to voice on social media.
 another market strategy they use is to
Organising consumer-focused events:
consisted of creating events where not only
will the brand be bought and promoted but
also that customers have a closer interaction
with fitness life

WHAT ARE REEBOK´S VALUES?

 They instigate innovation.
 They define their own code.
 They risk everything.
 Game Changers are no stranger to Reebok.

THINK ABOUT CAMPAING IDEA REEBOK CAN DEVELOPED
TO INCREASE BRAND AWARENESS (1)
ENCOURAGE PEOLPLE TO KEEP THEMSELVES STRONG (2)
AND TO BUY THEIR PRODUCTS (3) UNDER
THIS PANDEMIA SITUATION. REMEMBER REEBOK’S
VALUES.  

A good campaign that Reebok can propose during the pandemic is by a competing
through a video that demonstrates fitness life using their Brand and and publishing it
on social networks with the event logo.When competition finished the winner will
have a brand clothing supply for one year.

USE THE ETOP 

Factor Major Minor Neutral Minor Major %possibility

opportunity opportunity threat threat of
occurrence
Political 20%
Economic 90%
Sociocultural 70%
Technologica 80%
l
Ecological 50%

2
legal 50%