Reebok is always looking for innovative ways to accelerate our mission to become the world’s number one fitness brand. About a year ago, we tapped into a consumer insight that explained why our core target group (we call it “Fit Generation”) is becoming less interested in spending vacations on the beach sipping umbrella drinks, and more interested in an “active vacation” experience. We knew that many travel companies were offering Cycling trips and Yoga retreats, but thought it would be awesome to create a “Reebok Fitness Vacation.”
Recently our IT Security & Compliance Team – in cooperation with the Herzogenaurach & Nuremberg police – offered workshops for parents on internet safety. Being a parent of two kids, I immediately felt addressed as the core target audience and thought what a great opportunity to refresh my knowledge.
Imagine a Sunday morning, a usually deserted place in an offbeat area quickly filling up with people dressed in running gear and beaming with excitement! Instead of a serious workout gathering it turns into an obscure scene: people rolling in paint pots like piglets in the mud, squealing from all the fun they are having and demanding more and more paint! What kind of sporting event allows such strange behavior you ask? Only the happiest 5K on the planet or as others call it – The Color Run! Partnered by Reebok, the event tours throughout the summer gathering runners together in almost all major cities in Germany.
Recently I had the great opportunity to join the Global Social and Environmental Affairs (SEA) Team Meeting which this time took place in the Philippines – in Cebu to be exact, the second largest city in the country.
What a fantastic World Cup! What a great victory for Germany! What a huge success for adidas!
Without a doubt, Sunday’s 2014 FIFA World Cup Final was a defining moment in the history of our brand, maybe only comparable to the “Miracle of Bern” in 1954 when our founder Adi Dassler helped the Germans to win their first World Cup ever by supplying them with the first modern football boots with screw-in-studs. Based on Adi’s invention adidas became the leading sports brand in the world.