Challenge | Since its new ownership in 2005, the Reebok brand has slowly become overshadowed by its competition with consumer loyalty dropping every year. This drain on the brand has pushed it aside as a top sportswear brand while impacting the Reebok Swimwear line to not reach its full potential thus, a major lack in sales within swimwear products.
Metrics | Reebok’s swimwear line accounts for 0.6% of Adidas sales. We are looking to successfully accomplish a 10% increase in store sales and store orders.
Audience | 20 to 30 year old male and female health enthusiasts who live within the present yet dream for the future. These social butterflies care about their bodies and spend the time keeping it healthy through maintaining an active lifestyle. Trying new experiences is always at the top of their list and although income may not be the strongest for them right now, they occasionally put any small change they have aside for that next spontaneous adventure. They live for their body whether it’s through the occasional Dr. Oz viewings or reading up on the latest health magazines, they are always learning. They are athletes and always work to become stronger. While their strong sense of style ignites their need for quality and design, these explorers tend to purchase brands they trust will compliment their lifestyle.
Brand Essence | The Reebok Swimwear line is the Rebecca Soni and Michael Phelps of all workouts, as its knowledge and experience provides the ideal gym session. It lives for hard work and determination while pushing you to feel accomplished.
Mandatories | Print (Men's Health, Women's Health, Backpacker), Transit (Across all major subway stations), Billboard (Across all major highways).
*To view full brief, contact lisamorra94@gmail.com
Print | We understand our target's need for meaningful and purposful products and in doing so, we wanted our print advertisement to visually display how each athlete feels when jumping into the water. Every swimmer depends on their suit to give them the utmost experience and feel within the water. As a result, we chose to emphasize on the quality of the Reebok Swimwear line.
Social Media | Through the use of Facebook and Twitter, we reached out to our audience by providing them with a platform that allows them to connect and converse with other daily gym goers. We offered a limited time only pledge by Reebok Swim which allowed them to personalize and share right on their profile, gaining Reebok Swim memberships and incentives.
Website Revamp |By redesigning Reebok's current Swim website, we provided our audience with a much more in-depth product page where they were able to choose the perfect fit and styles right from the website. Offering different fits, styles and purpose behind each product, the viewer was able to distinguish which product was right for them.
