Reebok Creative Brief
Problem • Reebok burst on to the scene in the 80ʼs and have changed their design of the everyday fashion sneaker very little since then. • They are seen by the younger people as a “retro” “brand of the past” that is “out of touch” with todayʼs youth Opportunity • Embrace Reebokʼs position as the timeless brand of the past. Emphasize the fact that Reebok has been constant since the 80s and market this to people who appreciate it. This opportunity lies in Streetwear which is a style that focuses on bright, bold colors and patterns that stand out. Shoes, especially vintage shoes, are a defining factor of this style and companies like Nike are re-creating some of their older lines of shoes to cater to this trend. Target • The trendsetters of Streetwear. These are 16 to 28 year old males that use their fashion as a large part of how they define themselves. They break away from convention and conformity by embracing this style. They look down on people and companies that try to jump on the band wagon of current trends.
Central Insight • Everyone is trying to go back to the past; Reebok is the past Helpful Facts • Streetwear defined: “is youth – itʼs a retro 80s look inspired by the sneaker culture and hipsters on New Yorkʼs Lower East Side” • Rappers Andre 3000, Kanye West, Prince Paul and Fonzworth Bentley are icons of this style • Stores such as Urban Outfitters, H&M, Journeys, American Apparel and others have created mens lines simply to appeal to this growing trend. Media Involvement and Requirements • They are more likely to buy on impulse so PoP displays could be useful • They spend much of their time on the internet and blogs so a viral campaign could be effective