REEBOK BRAND Q&A
Q: What is ReebokFitness?
A: We believe that there is a form of fitness for everybody no matter your age, your ability or your current level of activity. Our approach to fitness is based on encouraging people to participate in a varied workout and activity program which ischallenging, fun & social.
We want to help women break out of their existing fitness routines, which many find monotonous and repetitive, and offer them an alternative which will satisfy them not just physically but mentally & socially.
Reebok Fitness is for those who want to energize their fitness routine. Variety is the key to long-term fitness. We want to introduce women and the world to activities they may never have tried before, keeping them (and their muscles) challenged and engaged!
Q: What forms of fitness are included in ReebokFitness?
A: We enjoy any form of fitness which challenges your body but can be done with a group of friends and with a smile on your face.
At present we’re actively involved and are creating products in Training, Running, Walking and Studio Fitness, which includes DanceYoga. Within these categories we have various partnerships and bespoke products that have been produced in order to help women get the most out of these activities.
The list of activities that we support is not exhaustive; of course we’d like people to participate in our particular areas of fitness but what is more important is that people find an active pastime that they enjoy. We’re confident that we’ll have a piece of apparel or footwear that will help add to their enjoyment and achieve great results.
Q: What makes Reebok’s brand of Fitness different from its competitors?
A: Our approach is all about making people fit for life by helping them improve their mental, social & physical fitness.
Our research has shown that participating regularly in exercise makes the mind more alert, encourages social interaction & improves general physical skills such as Cardiovascular endurance, Stamina, Strength, Flexibility, Coordination & Agility.
We’re not as concerned with training people to become at any particular sport, we want to help them become better people and enjoy life more.
Q: What does your campaign “Live With Fire” mean?
A: Our “Live With Fire” campaign aims to show how fitness and creativity inspire people to live their lives with passion, intent and purpose and celebrates those who do. It’s an invitation to people to join a new movement and to live life with a passion and an approach that will inspire others to do the same.
As opposed to the aspirational but unattainable stories of today’s professional athletes, “Live With Fire” showcases everyday stories of commitment and finding one’s passion, and the profound effect these have on an individual physically, mentally and socially.
Q: Who are Reebok’s target market?
A: We believe that there is a form of fitness for everybody no matter your sex, your age, your ability or your current level of activity.
All of the forms of fitness we’re involved in are completely scalable and our goal is to encourage all people to try a form of fitness they may never have previously considered as it may turn out to be their new passion in life or just a new form of fitness that they include in their fitness regime.
Q: What is Reebok’s approach to women’s fitness?
A: Women,and in particular women’s fitness, has always played a key role with Reebok. Reebok were the first brand to create footwear specifically for women to work out in, The Freestyle. Since then we’ve continued to create products designed specifically for women who enjoy an active lifestyle.
The social aspect to fitness has always been a key component in any active women’s lifestyle, this is something that influenced our partnerships in disciplines such as Dance & Yoga where who you’re with is just as important as what you’re doing.
We’ve also recognized that women wish to push their bodies further than ever before which is why our partnerships with fitness programs such as CrossFit & Spartan Race are very much dual gender and not just focused on male consumers.
We realize that form, function & comfort are still the most important traits in any piece of fitness apparel or footwear and to this day it is the starting point for all of our products. Once we combine that with fashion forward looks and color-ways then we believe we have product ideal for confident women who wish to stand out from the crowd.
Q: What ambassadors & partners are Reebok working with?
A:
Yoga – Tara Stiles
Named “Yoga Rebel” by the New York Times, Tara Stiles has inspired a wide audience around the world with her healthy and relatable approaches to yoga, meditation, exercise, awareness, nutrition and every day well-being.
Currently, a Reebok Global Fitness Ambassador, Tara works very closely with the international sportswear company to demonstrate how to be fit for life - communicating how yoga is truly accessible to all, either as a great addition to any fitness routine or as a stand-alone activity.
Please see Tara’s biog for more details.
Training – CrossFit
CrossFit is a strength and conditioning program designed to help people gain a broad and general fitness. Designed to prepare people for any physical challenge, CrossFit programming concentrates on constantly varied functional movements performed at high intensity to achieve overall physical fitness.
All workouts are scalable to any fitness level, age or experience. Training can be done anywhere – in a garage, at home, in a park, or a school – but is often done at a local CrossFit affiliate’s gym, called a “box.”, Every day, CrossFitters complete a “Workout of the Day” (or WOD) and post their results online or on the whiteboard in their box. The WOD gives CrossFitters a unique opportunity to compete, track their progress, share experiences and achieve their own goals.
Reebok are currently sponsors of the Reebok CrossFit Games, where elite CrossFit athletes compete to be named The Fittest on Earth. Reebok also have a number of individual deals with elite CrossFit athletes including current Fittest Man & Woman on Earth, Rich Froning & Annie Thorrisdottir.
Running – Spartan Race
Earlier this year Reebok announced a multi-year partnership with Outside Magazine’s Best Obstacle Race in 2012, Spartan Race.
As part of the multi-year collaboration, Reebok will be the title sponsor for the global race series and the official apparel, footwear and accessories supplier for the Reebok Spartan Race series. In addition, the Reebok Spartan Race is featured in the brand’s current global marketing campaign – the first time obstacle racing has been featured in a major campaign. Reebok are developing a range of products specifically created for the demands of Reebok Spartan Race athletes, which will be available in fall 2013.
Running – ZAP Fitness
ZAP Fitness Foundation, founded 2001, is a non-profit training center for post-collegiate, Olympic hopeful distance runners. Reebok is a proud sponsor of the ZAP Fitness Running Camps and Elite Athletes.
Objectives of the ZAP Fitness Foundation:
- Financial support for post-collegiate distance runners
- Develop the physical talent necessary for success in a competitive environment
- Develop individual professional skills for benefit in post-competitive years
- Provide role models for America's youth by promoting an active healthy lifestyle
- Provide an environment for achievement in running for all levels of runners
Walking – Amy Dixon
Amy Dixon is one of the most dynamic fitness instructors and celebrity Master Trainers in the industry today. She holds a Bachelor of Science degree in exercise physiology as well as many other fitness certifications.
As well as fulfilling her role as Reebok’s Global Walking Ambassador Amy also is a contributing editor for numerous fitness and lifestyle magazines and stars in many critically acclaimed fitness DVD’s and online fitness programs.
Reebok FitList - Spotify
A: The Reebok FitList is an intelligent music system, introduced by Reebok in partnership with Spotify, which provides the ideal fitness playlist based on your workout and musical preferences.
After downloading the app on Spotify, the Reebok FitList is simple and quick to use. Using drop down menus, users select their workout activity, timeframe, intensity level and favorite artist. The Reebok FitList then takes into account a variety of factors including BPM and energy level and uses this information to serve up a personalized list for each workout.