Reebok Is Quietly Emerging as a Challenger Brand to Contend With

Athletic company is leveraging 'tough fitness' movement to boost sales

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

For Reebok, the race to distill the soul of its brand—and ignite sales to reverse its market-share decline—has been more of a marathon than a sprint. But with its "Be More Human" global repositioning, the finish line might just be in sight.

Launched last month, "Be More Human" casts the athletic apparel and footwear company as a coach, cheerleader and, the brand hopes, gear supplier to everyday athletes who embrace a "no pain, no gain" mentality to attain personal fulfillment.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in