FLASH, STYLE, RECOGNITION is what people want to be noticed by but they only get that satisfaction through only a couple of athletic brands. Reebok has certainly not been one of the go-to athletic brands that people shop for, and the company knows it. Reebok was and still is a very well known and successful company in India for numerous of years while Adidas was always runner up. It’s important to market your organization in order to be profitable. In every industry regardless of product someone and some company are challenging you and are doing they’re best to take you completely out of the market. To ensure that doesn't happen to your organization, you must spend money to make money. Do research on other branches, take surveys, explore all opportunities that could boost your brand above others. MAKE YOURSELF KNOWN. Although Reebok is the leader in marketing and sales in India, however, the roles were switched when it comes to North American success.
Nike is always the more popular brand when it comes to sports and the preferred choice of people so Reebok was consistently taking the hit and continued to make their most amount of profit in the India market. Adidas recognized this, and being more in demand than Reebok in America, Reebok sold their company as a subsidy to Adidas in 2006 for $3.8 billion and increased their market in the U.S. by 20 percent and was the only potential threat to Nike. Unfortunately the market for actual Reebok footwear dropped when they signed their brand over to Adidas in 2006. Since its acquisition by Adidas in 2006, Reebok's share of the U.S. sneaker market has fallen to about 2 percent from nearly 8 percent, per SportsOneSource. (Meanwhile, Nike's share has nearly doubled in the past decade to 60 percent). Meanwhile
Reebok had a relatively strong marketing strategy until the 06 deal with Adidas. Since then, their marketing skills have evolved with being associated with Adidas and have made numerous acquisitions throughout their endorsements. Because people and fans like to have an identity with a sports team or with their favorite player, Reebok signed big name athletes varying throughout each of the big 4 leagues in order maintain their relevance in the sports world. The company made deals with some of the most in demand athletes that represented their sport during their time of playing such as Curt Schilling, John Wall, Chad Ocho Cinco (also known as Chad Johnson), Peyton Manning, Eli Manning, Andy Pettitte, Tim Lincecum, Sidney Crosby, Alexander Ovechkin, David Ortiz, Allen Iverson, Yao Ming, and Donovan McNabb.
Reebok wasn't a top competitor in the merchandise market, so, they expanded their endorsements by chasing down celebrities and actors/actresses. One of the biggest change within the company was back in 2003 when Rebook made history by signing Jay-Z. It’s a different approach to the market because you usually are familiar with athletic brands being associated with athletes and sports teams, however with this idea they really made a huge impact on the entertainment business. I definitely think this unique strategy was an important step in gaining a new crowd of people to be interested in their products. Jay-Z was also the first non-athlete to score a deal for a line of sneakers from an athletic shoe company.
Reebok has been a little flatlined over the recent years but they are fulfilling and a new marketing technique and pitch called “Be More Human” that casts the athletic apparel and footwear company as a coach, cheerleader and, the brand hopes, gear supplier to everyday athletes who embrace a "no pain, no gain" mentality to attain personal fulfillment. "We want to be peoples' partners in their journey," said Yan Martin, Reebok's vp, global brand communications. "This is a mission we've been on for years.” http://youtu.be/UDb-7DY3CjU.
Cross fit has been in large part been an up and coming industry with a large market that offers several competitions throughout the year to showcase ones strength. Reebok ventured away from the professional sports aspect of marketing and sought to yet another new evolving strategy.
Reebok’s director of marketing explains that the new face of Reebok is more fitness rather than sport such as Nike, Under Armour. Oksman who has been the marketing director for Reebok for the last couple years calls Reebok the “industries best kept secret” Oksman admitted that the brand “hasn’t really told anybody” about its relationship with CrossFit, which includes sponsorship of the CrossFit Games on ESPN, and co-branding on CrossFit outlets. “We have to surprise and delight. In some ways we’re a challenger brand and we have to be innovative to break through in the US market. We’re not number one in the market place.”
Sources Cited
Gianatasio, D. (2015, February 24). Reebok is Quietly Emerging as a Challenger Brand to Contend with Athletic company is leveraging “tough fitness” movement to boost sales. Retrieved from http://www.adweek.com/news/advertising-branding/reebok-quietly-emerging-challenger-brand-contend-163074
(2016, January 27) Reebok-Endorsers-Athletes Endorsed by Reebok. Retrieved from http://www.athletepromotions.com/reebok-endorsements.php
Faull, J. (2014, October 8). ’Reebok is the industry’s best kept secret,’ claims new US marketing chief. Retrieved from http://www.thedrum.com/news/2014/10/08/reebok-industry-s-best-kept-secret-claims-new-us-marketing-chief
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