Brooks is a special type of Shoe Company designed for the runners needs. They were founded in the United States in 1914 and have expanded to more than 60 countries worldwide (Brooksrunning.com). The reason why I decided to talk about this brand is because they are honestly the most comfortable type of running shoe available on the market but there is no awareness for this brand to let other potential customers give them a try.
0 Comments
![]() Marketing is important to an organization because that is the image being brought out into the public viewpoint. Reebok for example has had a plunge in its trend within the past 10 years. However, in 2014 Reebok changed their logo and revamped its image. Marketing was critical in getting this new image out to the public. Personally, I feel like they “died out” for a few years considering that I had never purchased one of their products since I was in elementary school. Earlier this year I purchased a pair of their shoes and noticed that their logo had changed. From that point on, I noticed more and more of their advertisements because I knew it was something new. Reebok did a great job with their new logo because I was interested in which brand and company it was but was also shocked when I found out it was reebok. Also, I paid more attention to their products whenever watching a commercial or advertisement. Changing a logo takes a lot of risk, mainly because a majority of people don’t like change. Google had a recent change which most people would not care about but a sports organization like the LA Clippers will have a greater controversy. However, after going through rough years change is needed in the sports world. Over the past 20 years Reebok has experienced dramatic change. They had a contract with the NFL for 10 years for uniform and equipment rights. Besides big name organization, Reebok took the initiative to go after top athletes. A recent rising athlete has been Rhonda Rousey. She is currently being sponsored by Reebok and her success in the ring has benefited Reebok because their logo is on her outfit. Since Rhonda Rousey is undefeated and has been seen countless times across social media for defeating her opponents in seconds, I count this as a major win because their logo is being seen everything she is fighting. I don’t even think Reebok saw this coming when they initially sponsored her. They also sponsored UFC fights targeting another sport that has grown dramatically within the past 5 years. Reebok evolved its marketing strategy when it decided to take partnership with a growing sport of “cross fit.” They do so by sponsoring their annual cross fit games with is televised by ESPN. Not only are they receiving a brand image at the games but also on TV for the viewers at home. Furthermore, Reebok designs a special type of Cross Fit shoe solely for athletes who participate in Cross Fit. These type of shoes were brought to my attention by a friend who works out doing cross fit. He gave me good feedback on the brand which from my perspective put a positive image on Reebok. This was a huge area of opportunity for Reebok because there was no type of equipment specifically made for cross fit. I like to run marathons so whenever I attend a marathon bag pick up fair, all the sponsors are at the location promoting their product. Brooks is the running shoe company that always attracts my attention because I only see it at running events. Same goes for Cross fit, they want to see a product specifically for their sport so this is huge for Reebok. If you visit the Reebok website, they have sport specific tabs towards the middle of their homepage. They promote: running, studio, yoga, training, dance, walking, and cross fit. From my perspective their main focus is on “training” type of gear instead of basketball, soccer, baseball, or football type of shoes. http://www.reebok.com/us/ Another area that reebok to full advantage of was sponsoring the “Reebok Spartan Race.” They offer gear for the purpose of the race. It benefits both the race and Reebok by bringing more attention to that competition. The Spartan Race is viewed as a gruesome and tough competition which makes Reebok viewed as the equipment that can handle their obstacles. Overall, Reebok has come a long way from 20 years ago for the better. They are a growing brand that had a halt in their popularity and demand but are taking advantage of an area of sport where other brands are lacking. A few years ago I didn’t even hear of cross fit, Spartan race, UFC, or even considered myself training for a marathon. They have taken a great bounce back from departing their contract with the NFL into their new role with workout equipment. Their marketing team has done a good job targeting this audience and adapted to change. |
Rosendo GonzalezArchives
November 2015
Categories |