Reebok — Classics repositioning
My role
Brand strategy, segmentation and products range building
The context
After adidas acquired Reebok, the brand's message had to be redefined and the Classics range structured for lifestyle distribution, which was not its natural ground.
What I did
- Consumer research and personas for the fashion and lifestyle targets
- Retailer segmentation
- Created differentiated product assortments, each with its own storytelling and marketing tools
- Close coordination with the product and sales teams, France and Europe
What came of it
- Strategy validated by European HQ and rolled out to other markets
- Several lifestyle accounts opened
- Strong growth of the Classics division, which became a pillar of the business