English footwear and apparel company

Subsidiary of German sports giant Adidas since 2005

Reebok produces and distributes fitness, running and crossFit sportswear including clothing and

footwear

Reebok is a sponsor of Fighting Championship (UFC), CrossFit, and Spartan Race.

Founded in 1895 in Bolton, Lancashire, England

From 1895 until 1986 all Reebok apparel featured the U.K. flag

The Union Flag is featured on Reebok’s “Classic” line of apparel.

Reebok’s headquarters are located in Boston, US, for the reason that the urban environment is more desirable to

millennial workers there.DIANA

Weaknesses: Reebok does not speak the voice of main target costumer Generation Z; the brand is not consistent in their communication and is not frequent on social media which prevents from getting bigger and reaching out wider audience.

Strengths: brand is globally known; Reebok did accessory (sneakers and caps) collaboration with famous fashion brand Vetements

Opportunities: Reebok might enter new market segment; develop interactive and entertaining approach; enter mind of Generation Z; go on or above the level of the main brand competitors.

Threats: the implementation of The Big Idea must cost a lot of money; in the beginning it might cause confusion for existing target audience; people will always either fall in love with new brand idea or hate it.

Problem #1 Reebok is inconsistent in delivery of new creative ideas which are suppose to attract new customers and keep existing ones.

Problem #2 Reebok does not speak the language and does not share point of view of target costumer - Generation Z.

Solution #1 Reebok needs to be more social, both in real life by giving offline experience to the customers and online by providing the client with brand new content.

Solution #2 Reebok can enter new market segment by launching products together with other brands or known people; this products can be customised and released as limited edition; this can increase profits and attract new target audience.

# P o t e n t i a l Clients

Age: 15-18Hi-tech savvyVirtual interactionYearning for street cultureT h e y h a v e g r e a t enthusiasm for gamesSusceptible to trends

Age: 18-34MillennialsKeen in art and fashionYearning for street cultureSusceptible to trendsKeen to buy and collect sneakers

#Target persona

Name: jiaoziAge:34Gender: MEducational:DJIncome: 4000 Euro can be used, 1000 Euro rent and transportation fee (to be determined)Marital status: SingleHobby: Shopping, art exhibitions, parties, fitness, travel, adventure,street extreme sports.Character: Have a unique view of art and fashion, have a distinct personality, persist one’s old ways.Value orientation:They choose what they like, the ones that best represent themselves, and the styling and performance of themselves are their most important thing.Background:Working all over the world, studied in the United States.

Data shows that women are significantly more interested in toys than men, and REEBOK has a consistent distribution of brand customers, mostly from english-speaking countries.

Name: zoeAge:25Gender: FEducational:media veteranIncome: 2000 Euro can be used, 2000 Euro rent and transportation fee (to be determined)Marital status: SingleHobby: Shopping, art exhibitions, parties, fitness, travel, comic, computer games.Character: Have a unique view of art and fashion, have a distinct personality, have a great interest in street culture, persist one’s old ways.Value orientation:They choose what they like, the ones that best represent themselves, and the styling and performance of themselves are their most important thing.Background:Working all over the world, She travels to Japan and the United States every year.

born in1970, is an American artist specializing in sculpture, design of toys and computer-generated imagery. He is the owner of the Moist Production studio, which acts as the primary publisher and distributor of his works. He is best known for his anatomical art, where he produces cutaway drawings and sculptures of (typically toy) inanimate objects such as a Lego man, Barbie doll, the animated fish Nemo or a balloon art dog.

REEBOK PUMP 1986

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LAUNCH EVENT

The VR Room

EXHIBITION Reebok x Jason Freeny

O!-Line Advertising

Launch Event will be hold in Hong Kong, China. After launch event, it will be converted into o!-line physical store and game VR experience museum.

On-Line Advertising

For Instagram, Facebook, Youtube and Website, we will post the shooting and two videos.

The first video - HELP - shows the whole process of making shoes.

Another one - HERO. The theme of video is about human feelings. When the normal toys wear these shoes, half of their bodies are bones; they seem to

have life and perception.

Advertising

We believe that Reebok can improve it’s communication, expand it’s audience and attract new potential clients by implementing our idea - making collaboration with Jason Freeny - extraordinary artist who imagines that non-living objects such as toys can have a living body system alike humans. This will connect non-living objects with humans of di!erent age, especially grown-ups who are nostalgic about their childhood.

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Places of interest are

the common cultural heritage of the world

Fashion and art are

the expression of human communication

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