Reebok · Brand strategy
Repositioning a global sportswear brand around the individuality of how we move.
Agency: We Are Rival
Role: Co-Founder / CSO
Launched: 2022
Sharpen Reebok’s position at a moment of change, with its name, logo and strapline retained.
Celebrate individual movement rather than a single definition of sporting success.
Co-Founder / CSO at We Are Rival.
The new position guided product, brand and communications strategy.
The insight
Much of the category treats movement as a means to a result. Reebok’s opportunity was to celebrate movement itself — and the individual ways people move.
The strategic direction connected individuality and movement, giving the brand a distinct foundation for its product and communications choices.
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