Reebok Hits The Gym In The Gym.

After being bought by Adidas group, Reebok's sense of existence began to go down year by year, and there were one or two news that the brand would be repackaged and sold.

In order to rediscover consumers and fight against other brands in the group, Adidas redesigned the brand strategy for Reebok in 2014: pay attention to the fitness market.

The fact that fitness has really been on the rise has been seen in the world. Matt Powell analyst at NPD, a market research firm, seems to be wise in Reebok's Transformation: "in the United States, fitness has been gradually integrated with social activities.

You are also willing to spend more money on fitness equipment.

Globally, Reebok has also signed several chain gym brands, such as CrossFit or Les Mills.

Cooperation between the two sides is not limited to advertising in the gym, but also in free combat, obstacle crossing and other courses.

But analysts are concerned about the promotion of this kind of burning money, when will it really enhance the brand of Reebok.

In early 2015, Reebok launched the biggest round of the company in the past 10 years.

Activities, the theme is to explore their own limits, more powerful "Be More Human".

In the early stage of North American promotion, Super Bowl advertising and interactive websites have been used.

But unfortunately, this is right.

Sales in North America have little effect.

In the first half of this year, Reebok gained two digit sales growth in most parts of the world, but in North America, it was 6% negative growth in 2015.

To a large extent, this is related to the high degree of subdivision and the intense competition in the North American market movement.

Reebok also does not want to withdraw the huge marketing budget that has already taken effect.

The latest news is that they will bring the promotional activities back to Germany, where Adidas headquarters are located. Locals can see a lot of light box advertisements related to the theme in the gym.

At the same time, Reebok will invite passers-by in the streets, like extreme athletes, trying to turn a huge tire to test their strength.