Reebok
A challenger position built around movement.
Repositioning a global sportswear brand around the individuality of how we move.
the challenge
Sharpen Reebok’s position at a moment of change, with its name, logo and strapline retained.
the strategic choice
Celebrate individual movement rather than a single definition of sporting success.
my contribution
Co-Founder / CSO at We Are Rival.
what changed
The new position guided product, brand and communications strategy.
The insight
The footwear category doesn’t care about movement; it cares about where you’re going. Move faster to win. Savour victory. Grind. Nobody celebrates movement itself, or the fact that every person moves differently.
The strategy
Reposition Reebok around the act of individual movement. ‘Life isn’t a spectator sport’ means that if you aren’t moving in your own way, you aren’t playing. That splits the category between brands that treat movement as something to endure and brands that talk about creativity without moving at all, and puts Reebok’s product at the point where the two meet.
The work
