Reebok: A cautionary tale on the importance of Brand Identity and Innovation.

From Bolton based family sports shoe company, to arguably one of the most influential fitness training brands ever, the once mighty Reebok could potentially be sold off for only $1BN.

No matter the current market share, its undeniable that Reebok basically invented 80’s aerobics, almost crushing Nike in the process (enter Tinker Hatfield and Bo Jackson); captured all sneakerheads with the Pump, and had the foresight to jump on to the adult P.E. trend of CrossFIT early on to re-establish themselves as a serious contender in Global training industry once more. 

Currently owned by one time competitor Adidas, a report on the SportsPro website states other buyers such as Fila, L-Ning, Anti Sports also are looking at taking the brand off the Dasslers’ hands who bought them for $4bn 15yrs ago. 

So what?

Well the fate of Reebok might well be an important cautionary tale for many challenger brands on the importance of IDENTITY and INNOVATION.

In the 80’s we saw a new white leather ankle strapped footwear across the globe own training.  Then Shawn Kemp’s no look dunk following an obligatory extra few pumps on his footwear unique air cushioning unit insured basketball culture was watching.  CrossFIT’s unprecedented success meant the mono-brand contract signed with Reebok positioned the Nano as the must have training shoe for many.  Hate them or love them, Reebok are legit and continues to have massive cultural potential.

Reebok had, and still has, a youth focused offence and makes good product with ambition. What they never capitalised on was that they haven’t found what differentiates them or have strayed from they original purpose.

Big 80’s and 90’s moments aside, it is fair to say Reebok has not consistently bought performance or brand enhancing products, services or experiences to the market enough to ever put them in the race with a Nike for example.

From the mid 90’s Reebok has played a brilliant sports marketing game.  A fantastic endorsement strategy whereby so-so products backed by Venus Williams, Allen Iverson, 50-Cent, Conor MacGregor and of course Jay-Z (whose “S.Carter” range reportedly was the company’s fastest selling shoe) helped boost revenues that flattered to deceive the public in regards to quality.

Sports marketing and celeb endorsement is not wrong at all.  And it’s not only Reebok who are heavily invested here - Nike, Adi, Beats, Gymshark - all have benefitted exponentially from smart placement.

But athletes lose or they retire.  Retros become the choice of nicher and nicher audiences.  Sports outgrow their product partnerships.  And younger more agile brands learn and adapt based on the lessons OG’s learnt the hard way.

Influencers are a great way to get your product in the eyeline of your target consumer as your audiences often crossover.  But once aware they should be purchasing based on the solution your product provides not the celebrity kudos.  Otherwise you’re not selling product for your consumer you’re simply selling your influencer.

Reebok just didn’t quite establish themselves under one undeniable truth.  There is no discernible brand purpose beyond Adidas’.  As Simon Sinek famously said, “people don’t buy WHAT you do they buy WHY you do it”.  

Why do Reebok do whatever it is they’re doing? (And for who?)

Beyond product endorsement, Reebok went on to sign rappers and cultural icons such as Swiss Beatz to work in corporate roles too so as to ensure that they were never too far from cultural relevance and fashionable appetite.  Cardi B and Kendrick Lamar are the latest to head up whole ranges and product lines.

When it works, boy does it work.  But the risk is that when your brand is built so heavily on the brand of others, you can become symbiotic and not in control of your success.  

If you do not stand for something unique, authentic and intrinsically yours, then you will likely spend valuable time and dollars trying to hitch a ride with a fierce and extrovert leader who is not invested in your success, only the pay cheque.

SportPro also report that the duo of Master P and Baron Davis are interested in buying up the brand.  This seems very exciting as both could expertly navigate sports, music and youth culture in such a way that if the product is good enough might be the second coming of the family brand from Bolton.

Brand  purpose defines your essential intent.  Your guide that brings clarity to 1000’s of other decisions further down the line and ensure authentic ownable work.  And ultimately establishes your brand identity.

If you need help finding yours, get in touch.