The toning category has been a key driver of business and
contributed to four consecutive quarters of growth at the brand.
Reebok, which is part of the Adidas Group, saw sales jump 25% in
North America in the third quarter.
Reebok, like its competitors in the space, is rapidly expanding
the line. EasyTone now encompasses shoes, sandals and boots, as
well as a recently launched apparel line. The pants, shorts,
capris, tees and tanks include "Resistone bands" to tone and
strengthen muscles and improve posture by creating resistance when
the wearer moves.
Ms. Ley expects the category will continue to see big growth in
the U.S. and overseas. Overseas is a particular focus, given that
the market is about a year behind the U.S. in its acceptance of
"It's a category that's here to stay," Ms. Ley said. "And the
objective, from our end, is to establish Reebok as a thought leader
and innovator in toning."
To that end, Reebok is readying an ad blitz from agency DDB. The effort is set to include TV, print,
outdoor and digital and will likely have a significant media
budget, as Reebok looks to maintain its share of voice in the
category. Last year, Reebok spent $23 million -- or more than 80%
-- of its total measured media budget advertising EasyTone,
according to Kantar Media. In the first half of this year, new
ZigTech products got some hefty investment, but Reebok still spent
$10 million of its budget on EasyTone.