Reebok Gets a Refresh. Will it Work?

According to President Matt O’Toole, Reebok wants to be a challenger brand telling a “bolder story than its competitors” and is also looking to broaden its scope to athletic lifestyle rather than just traditional fitness products.

It comes as no surprise that Reebok is trying to reinvent itself. Over the past decade the brand has struggled to solidify its identity and define its niche amongst a competitive market of fitness brands.

Adidas, which acquired Reebok in 2006 for $3.8B, has plans to sell off the brand in the near future driven by continued underperformance and accelerated by the COVID-19 pandemic. As it prepares for its future, Reebok has released the first look at its “refreshed brand creative direction” under Vice President of Creative Direction Kerby Jean-Raymond.

Jean-Raymond joined Reebok in September of 2020 and is responsible for defining a new vision for the brand along with Artistic Marketing Director Jide Osifeso. 

According to Retail Drive, a video collection dubbed “Reconnect” is the first step in changing Reebok’s creative direction.

“Reconnect” features a series of vignettes and one long-form video exploring sports and community directed by Jonas Lindstroem. The videos are available on YouTube and will be rolled out through Reebok’s Instagram over the next few weeks.

According to President Matt O’Toole, Reebok wants to be a challenger brand telling a “bolder story than its competitors” and is also looking to broaden its scope to athletic lifestyle rather than just traditional fitness products.