Reebok is taking bold steps into the toning footwear market amid an overhaul of its global brand image. Melinda Oliver finds out how this will impact its Australian operations.
Reebok's new ZigTech sneakers are not for shy-guys. With rippling zig-zag soles in vivid colours and attention-grabbing uppers, the men's running shoes make a clear, dramatic footprint. Reebok Australia marketing manager Ben Kinnaird says this is the long-standing brands determined intention.
“Reebok has really taken that unique outer sole and changed the colours to capture the consumer when they are coming past a store, in the point of sale, on the back of a bus, on a billboard,” he says of the bold look. “We've got yellow, orange, red, blue and various colours that really stand out - and they [the consumer's] say, 'Tell me more about the product'.”
The high impact approach is part of a global movement driven by Reebok's five-year owner Adidas Group, to get the brand back at the forefront of shopper's minds.
Reebok chief executive officer Uli Becker has publicly acknowledged Reebok lost its way following its aerobic fueled 1980s heyday. Pitching to too many different consumers and using a variety of logos such as RBK was blurring the message and negatively impacting sales.
Kinnaird explains that Becker drew on Reebok's heritage to reposition the brand, focusing on three core categories - women's fitness, men's training and classic styles. All marketing was re-directed at a recreational level rather than driving an elite sports ethos. Becker chose a consistent slogan, 'Your Move' and did away with the RBK logo, choosing to stick with just Reebok.
“He (Becker) said, what is the brand known for? We are a fitness and training brand and everyone remembers the aerobics era when we had the Princess (a white trainer) and the Freestyle High (with lace up and velcro),” says Kinnaird.
Also key to the brand's history is the Pump sneaker, which has a circular button to 'pump' air into the shoe. Pitched at the basketball market, it celebrated its 20th anniversary last year with a collaborative project that saw international independent boutiques such as Colette in Paris create a signature collector's style.
Kinnaird says Reebok has not suffered an image crisis to the same degree in Australia, due to its strong sports licensing division which has kept it prevalent in the public eye. Reebok sponsors three AFL teams with on field attire, as well as the Hyundai A-League Soccer teams and the NRL St.George Dragons.This includes fan apparel and accessories.
The 2009 introduction of footwear line EasyTone has been integral to the overhaul, with its prime purposes to reinvigorate Reebok's credentials with women and stamp a place in the toning goods market. The shoes feature air pockets in the soles that redistribute balance when walking, so that muscles in the leg and buttocks incidentally work-out by an extra 28 per cent. Olympic swimmer Libby Trickett is the Australian face of the collection.
“It is for the woman who is living the corporate lifestyle, she doesn't have time to work-out and can put the shoe on and get the benefit, or [perhaps] new mums walking prams can wear the toning shoes,” he says.
Kinnaird says the toning market is growing rapidly in the US, whilst in Australia competition derives from MBT, Skechers and New Balance. Reebok is building on its offer with the introduction of TrainTone for gym use and RunTone for longer distance activity.
Kinnaird says EasyTone and ZigTech have revived interest in Reebok within its distribution network, which includes The Athlete's Foot, Footlocker, Rebel Sports and independent footwear retailers across Australia and New Zealand.
“Everyone [retailers] has had a tight budget. It has been a tough industry over the last year, so it [EasyTone] has definitely helped open up other doors in the categories, but it is still an ongoing process,” he says.
The two lines will be expanded with fitness apparel in 2011, with new looks introduced seasonally.
“What it [EasyTone apparel] does is as you wear these tights or the tank top it has resistance bands within the fibre in the fabric which tone your muscles and bring your shoulders back,” he says.
Also to launch in 2011 will be ZigTech Nano, a low profile shoe for a track runner and a ZigTech basketball shoe.
A major marketing investment is set to be unveiled, with a national campaign for ZigTech across Footlocker stores in December. This will be backed up with bus advertisements, billboards, print advertising in men's magazines and cinema commercials.
“It is a huge investment, absolutely, because we have had such great success with EasyTone that we really wanted to replicate something similar with ZigTech,” he says.
As the Australian dollar strengthens against the US dollar, Kinnaird says such big campaigns are vital, so that consumers head to Reebok retail partners rather than buying online from the US. He says the company has no plans to launch its own retail stores or e-commerce division as it would detract business from its stockists.
Reebok Australia has been run by brand house True Alliance for around 20 years. It has an office and sales manager to take care of clients in most states. The company orders footwear for Australia from the international catalogues, however True Alliance designs Reebok apparel locally, to better suit the domestic seasons and requirements.
It is set to celebrate the 25th anniversary of its classic runner, the GL6000, with a special collaboration with Perth footwear store Highs and Lows, which is celebrating its fifth year in business. The shoe features the colour tones of the store’s original street frontage and will be available in December for $140.