With a new website, Reebok displays its high-tech side

Three years ago, Reebok was suffering from low sales. The sports footwear and apparel brand has therefore formed a team of 40 people to design products that not only focus on comfort and functionality, but also on high technology. Now Reebok is releasing a new website, the Reebok Innovation Collective, to showcase the products that grew out of those efforts.

The site, which was soft-launched in July, goes behind the scenes of how its products are made before they go on sale to the public weeks or months later. Reebok will also distribute the content on social platforms and via email to consumers.

“People want to know what’s next. People want to see the process,” said Scott Daley, general manager of running at Reebok International. “It’s a chance for us to peel off that veneer and give some exposure. So when people see the product when it comes out, it’s not the first time. There’s some understanding around that. .

The Reebok Innovation Collective is part of the brand’s year-long digital effort to revitalize itself under the leadership of CEO Kasper Rorsted. He focused on Reebok’s home market in North America, where the brand hadn’t seen growth in three years.

The new site is an attempt by Reebok to show how important innovation is to the brand, so some things aren’t for sale.

For example, Reebok worked with London tailor Huntsman & Sons on a project combining shoes and fashion. Using Reebok’s new Flexweave material, a textile originally designed for running shoes, the two brands have designed a prototype suit, slated for launch in February. His creative process is shared on the website with video, images and sketches, and will be spearheaded by Brandin Cooks, a well-followed NFL player and Reebok Running ambassador on social media.

Not all of Reebok’s new products revolve around sports. For example, Reebok has partnered with the David Clark Company on a scalable space boot, which astronauts are testing, according to Reebok.

Reebok declined to say how much it spends on the Reebok Innovation Collective, but more than 50 people manage the site, from product conceptualization to storytelling.

In August, parent company Adidas released its second-quarter results and found that Reebok sales rose 5% in North America. Reebok also began targeting younger consumers with social media influencers like Ariana Grande and paid more attention to influencer reviews.

With a new website, Reebok is showing off its high-tech side

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