Reebok Pursuing Generation X
Reebok: Pursuing Generation X
Reebok is a global, American inspired brand, in a highly competitive athletic and sportswear industry, committed to creating products and marketing programs that reflect the brand’s unlimited creative potential (Reebok). The 2003 rankings place Reebok in third place of
U.S. athletic shoe market share with 13%; Nike dominates at 36% while other athletic brands make up 26% of the U.S. market (Sporting Goods Intelligence). In 1982, Reebok was a main component in introducing a women’s athletic shoe designed specifically for the latest trend in exercise known as aerobic dance. This, as we all know, was not a trend but rather an athletic revolution towards women’s fitness and increase entrance into sports, which expanded the target market for the athletic and the sportswear industry. The acceptance of sneakers as an adult casual wear evolved in the 1980’s as well as a market prediction that was a catalyst to the early success of Reebok as an athletic brand leader.
Since the 1980’s, the market environment has changed dramatically and has proven to be a complex and highly competitive advertising arena. Print and TV ads of the past are no longer the premier marketing platforms as they once were. The athletic and sporting goods companies of today must bring to the consumers a compelling and gripping advertising campaign to earn the attention and revenue of today’s technology driven consumer. Target markets are evolving from the baby boomer era to the Gen Xers and with that shift, comes a new consumer ideology and therefore new marketing strategies. The advertising mediums that companies utilize are challenged to reach an elusive target audience guarded by TiVo technology, mobile internet as well as personal philosophies seeking purpose and added value, even in product selection. This case outlined advertising challenges, as well as opportunities Reebok faced in an expanding digital media world and its players; Generation X.
Reebok is a global, American inspired brand, in a highly competitive athletic and sportswear industry, committed to creating products and marketing programs that reflect the brand’s unlimited creative potential (Reebok). The 2003 rankings place Reebok in third place of
U.S. athletic shoe market share with 13%; Nike dominates at 36% while other athletic brands make up 26% of the U.S. market (Sporting Goods Intelligence). In 1982, Reebok was a main component in introducing a women’s athletic shoe designed specifically for the latest trend in exercise known as aerobic dance. This, as we all know, was not a trend but rather an athletic revolution towards women’s fitness and increase entrance into sports, which expanded the target market for the athletic and the sportswear industry. The acceptance of sneakers as an adult casual wear evolved in the 1980’s as well as a market prediction that was a catalyst to the early success of Reebok as an athletic brand leader.
Since the 1980’s, the market environment has changed dramatically and has proven to be a complex and highly competitive advertising arena. Print and TV ads of the past are no longer the premier marketing platforms as they once were. The athletic and sporting goods companies of today must bring to the consumers a compelling and gripping advertising campaign to earn the attention and revenue of today’s technology driven consumer. Target markets are evolving from the baby boomer era to the Gen Xers and with that shift, comes a new consumer ideology and therefore new marketing strategies. The advertising mediums that companies utilize are challenged to reach an elusive target audience guarded by TiVo technology, mobile internet as well as personal philosophies seeking purpose and added value, even in product selection. This case outlined advertising challenges, as well as opportunities Reebok faced in an expanding digital media world and its players; Generation X.