Analyst Insight by Emily Potts - Contributing Analyst
To be in with a chance of securing share in the fast-growing global sportswear market, it is crucial that sportswear manufacturers – established big name brands and new entrants to the category alike – identify which sports and activities will get consumers off their couches in the months and years to come.
Reebok Creates Strong Ties with Fitness Trends…
Of late, Reebok has been the most obviously active brand in identifying and tying its name to up-and-coming fitness trends. Spotting the potential in the already popular Les Mills range of studio fitness classes, including Body Pump, Body Combat and Body Balance, Reebok announced it had teamed up with the fitness brand in late 2013, launching a co-branded apparel range in early 2014. The two are a good match in that Les Mills is currently a frontrunner in branded studio fitness classes, something which Reebok has long been associated with, since it cemented its status as an iconic sportswear brand during the aerobics craze of the 1980s. In joining forces with Les Mills, Reebok has instant access to its ideal consumer group – those who are already active and regularly need to update their sportswear wardrobe.
Prior to the Les Mills link up, Reebok also joined forces with strength and conditioning group workout regime CrossFit and put its name to the Spartan brand of adventure obstacle races. Reebok will soon release a shoe designed specifically for adventure races. Both exercise trends are still very much on the up in North America and Western Europe, meaning increased exposure for Reebok.