|How Much of the Youth has Reebok Lost?
By: Dwayne W. Waite Jr.
Several of our marketing colleagues questioned our opting for the public classroom. Not only is the pay worse than an account executive at an agency, but you are expected to do even more with less.
Not to mention the parents. Yet, we enjoy it.
One of the delightful byproducts of the classroom experience is using it as a de facto focus group. We get to ask poignant questions about brands, opinions, and shopping habits to 100+ kids between the ages of 14–18, daily. A researcher's playground.
Yesterday's discussion surrounded Reebok's logo redesign.
Turns out, the entire class didn't even notice the change. We thought that was odd, since this class in particular had basketball, lacrosse, track and field, baseball, and soccer athletes in attendance.
Reebok may have an issue.
It was very interesting; after some prodding, they finally recognized that the logo was the same as the one they used in CrossFit.
Clearly, the youth (iGen) fit folks are not Reebok's market. At least, hopefully not.
Other interesting quotes from the class:
"Well, Reebok isn't Nike."
"Every Dad in the gym is wearing Reebok."
"I thought Reebok wasn't doing well."
"Last shirt I wore that was Reebok was itchy and uncomfortable"
"All the other brands (Nike, Asics, New Balance) have clean logos. Looks like Reebok is trying to catch up."
"At least Reebok isn't using child labor to build its sneakers."
"I associate Reebok with little kids."
Needless to say, we were a little surprised at the negative connection the kids had with Reebok, and the overwhelmingly positive connection with Nike.
Nike has worked hard to create the brand we all know today. And it seems that Reebok, even with the new logo, isn't done with redefining fitness.
We shall see.
Marketing Analytics Account Coordinator
Digital Advertising Specialist
Hoffman Estates, Illinois
Graham Oleson Advertising
Colorado Spgs, Colorado
Senior Media Planner
New York, New York
Digital Media Planner
San Francisco, California
CHICAGO - Regional Director
Digital Marketing Manager
San Diego, California
San Diego, California
Business Development Representative
Lipman Hearne Inc
ALPHA Marketing, Inc.
Raleigh, North Carolina
NAI Brannen Goddard
Sandy Springs, Georgia
West Los Angeles, California
Associate Director, Search Marketing
New Media Jobs