Chill Vibes with Reebok's New Women's Collection
Reebok advances brand vision through fresh ad campaign
Reebok's latest move? Dropping a film for its new women's collection called "Radicalm," revving up its evolving brand narrative and chilling us all out.
The flick, which stars musician Joyce Wrice and entrepreneur Candice Craig, takes a deep dive in the pool of "radical calmness," as per a company press release. The film takes us on a journey of inner monologues, questioning everything from the aesthetics of our footwear to the boundaries of our existence.
So, why the existential drama? Reebok explains that consumers' thoughts can bounce from profound to superficial in a flash, and this film acknowledges that, making our everyday thoughts valid, no matter how trivial or profound they may be.
"We wanted to connect with people on a more personal level, by acknowledging that our thoughts — be they profound or superficial — are all valid," explains Jide Osifeso, Senior Director of Marketing Creative and Design at Reebok. "And in doing so, we aim to foster a sense of calm and optimism."
Once known for its women's aerobics moves, Reebok strayed from its roots, aiming for the sports generalist market. But now, under a new owner — Authentic Brands Group— Reebok's got a shot at expanding into new realms once more. With the potential to branch out in various categories, the brand won't rest until it regains its prominent place in consumers' lives and the athletics brand leaderboard.
As Reebok works on reinventing itself, it's all about being its authentic self. "Reebok needs to be authentically Reebok," said Matt O'Toole, President of Reebok, earlier this year. "But it's a step-by-step process, and we've got a lot of rebuilding to do right now."
Here's to the journey, Reebok! May the new collection bring us chill vibes and a renewed love for the brand.
The Skinny on Reebok's Transformation
Reebok, under the leadership of Shaquille O'Neal and Allen Iverson, is on a mission to blend heritage with modernity, infusing cultural relevance and community engagement into its brand.
- Leadership with a Twist: Shaq, as President of Basketball Operations, and Iverson, as Vice President, are spearheading Reebok's basketball division. This power duo plans to revamp Reebok's image and appeal, riding the wave of their popularity to drive innovation and growth.
- Collaborations aren't just a one-night stand for Reebok. With DreamWorks Animation for its "Magical Kids" sneaker collection and MANORS for a golf-inspired capsule collection, Reebok stays committed to embracing diverse markets and styles.
- Inclusivity: Reebok's commitment to diversity and inclusivity is on full display with the addition of Angel Reese, a rising star in women's basketball. The brand aims to tap new markets by speaking to consumers who resonate with diverse backgrounds and experiences.
Storytelling, nostalgia, and community engagement are at the heart of Reebok's marketing strategies. The brand aims to push the boundaries of innovation, redefine athlete partnerships, establish a strong presence in the sports apparel market, and expand globally. Its primary goal? To return to prominence, one step at a time.
- In the realm of music, Reebok's partnership with artists like Joyce Wrice and Candice Craig for its new women's collection shows how the brand is embracing a broader lifestyle, not just sports.
- Just as Reebok's approach to its basketball division, led by Shaquille O'Neal and Allen Iverson, is blending heritage with modernity, the brand is also seeking to collaborate with AI and tech companies to revolutionize its business strategies.
- Reebok's expansion into the fashion-and-beauty sector is part of a larger plan to diversify its portfolio, aiming to establish itself as a key player not just in athletics, but also in finance and business.
