How Reebok aims to find its footing again, with help from Allen Iverson

Reebok is out with a new campaign highlighting a return to classics as part of its effort to redefine itself—as the marketer undergoes significant changes, including exiting Adidas’s ownership. The campaign, “Life is Not a Spectator Sport,” was created by Reebok’s in-house agency and directed by Jide Osifeso, Reebok’s senior director of marketing creative and design; Osifeso was hired by the brand’s recently departed VP for creative direction, Kerby Jean-Raymond. The ads feature a range of celebrities who are asked to define what “classic” means to them—including basketball legend Allen Iverson, who has a lifetime deal with the brand that means he’ll be picking up $32 million when he turns 55. The spots promote Reebok’s classic leather design, which is set to expand its selection of colors and styles this year. “It was important to us that while we continue to push forward, we also return to our roots and embrace our past,” said Caroline Machen, the brand’s VP of global marketing, in an email interview with Ad Age. “It’s time to let ‘Reebok be Reebok’ and this campaign is really setting the stage for what that looks like and where we plan to go.” Get your ticket for the April 5 Ad Age Next: Retail event at AdAge.com/NextRetail. The hero spot includes shots of each celebrity–ranging from artist Arca to Iverson–taken from individual ads that show each of them alone speaking about what it means to take part in life and live fully. Singer-songwriter Lolo Zouaï, who will be part of Dua Lipa’s tour this year, reclines in an expansive pink dress talking about how she feels most comfortable in chaos. “Life will happen. The only thing is, you gotta happen too,” says a voiceover by Brent Faiyaz, singer-songwriter featured in the campaign. The campaign comes as Reebok finalizes a sale from Adidas to Authentic Brands Group, a brand management company that includes Aeropostale, Forever 21 and Izod in its portfolio. Machen called the campaign release a “rebirth” for the brand; the campaign is a take on a 1980s Reebok campaign, “Because Life is Not a Spectator Sport.” A popular brand in the 1990s, Reebok “floundered” under Adidas, said Matt Powell, senior industry advisor for sports with market research company NPD Group. Reebok was kept in a niche so as to not compete with Adidas shoe lines, said Powell, adding that “Reebok has a tremendous vault of classic shoes and weren’t allowed to market those products.” But since the sale announcement, Adidas “took those handcuffs off and wanted to see Reebok’s business grow” to create a better chance of sale. The sale was announced in August 2021 with a price tag of up to $2.5 billion, after Adidas announced at the end of 2020 that it was considering selling; Adidas bought the brand in 2006 for $3.6 billion as it sought to grow in the U.S, according to the Wall Street Journal. The deal is expected to close in the first quarter of 2022. Powell said Reebok would do well to continue focusing on retro products that are trending in fashion today. The brand is also seeking to appeal to younger consumers, via moves like running campaigns featuring Cardi B and martial artist Conor McGregor. Although the shoe industry as a whole was affected by supply chain issues and Reebok’s sales fell by 20% during the pandemic, according to reporting by The Guardian, Reebok’s trajectory is “very good,” said Powell, who named the brand one of this year’s hot brands. The brand has a history of appealing to women, a demographic historically ignored by the athletic shoe industry, Powell. Machen said that “women always have and always will be an important priority for us.” Machen said that additional information about new ownership and Reebok’s future plans will be available after the sale to Authentic Brands Group closes. Get your ticket for the April 5 Ad Age Next: Retail event at AdAge.com/NextRetail.

How Reebok aims to find its footing again, with help from Allen Iverson

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