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How Much of the Youth has Reebok Lost?
By: Dwayne W. Waite Jr.
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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.


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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