11. #2 ...which lead to social
exclusion...
La distinction, Pierre Bourdieu
The choices are not unexplainable, individual or linked to your personality, they are
produced by education and are all about social grades.
if you can’t afford to buy and wear a particular brand, your are victim of
exclusion.
S
O
13. #3 ... that sneaker brands
enforce...
The alternate sportswear brand
for after hours athletes
Spirit of rebellion and originality
The iconic
sportswear brand for the street: All
Originals
Authenticity in youth lifestyle,
music and action sports: Off the
Wall
Running and pure sport lifestyle
Trendy health-conscious
sneakers and elegance
Performance for everyone : Just
Do It
Myth of basketball and high-tech
product
?
14. #4 ... and that their OG/Classics
embody
1971 Adidas Stan Smith
Stan Smith : Tennisman
1976 Vans ERA
The most popular for Riders
1985 Nike Air Jordan 1
The most popular for
Basketball players
15. #4 ... and that their OG/Classics
embody
TODAY, SNEAKERS TREND HAS TURNED THE CLASSICS INTO FASHIONABLE PRODUCTS, THAT EVERYONE
CAN/WANT WEAR
Plus, most of sneakers addict are Millennials and 35% of them are between 18 and 24 years old,
which mean they are the one who buy Classics
Facebook Audience Insights
16. #4 ... and that their OG/Classics
embody
1895 : Running addicts are
fond of the Running Pumps
17. #4 ... and that their OG/Classics
embody
1895 : Running addicts are
fond of the Running Pumps
2015 : Comfort is the only
product benefit which make
people buy the shoes !
23. I N S I G
H T
EVERYONE ASPIRE TO BE
VALUED FOR HIMSELF/HERSELF
24. Young people don’t only want to be part of a tribe
anymore, they want to be recognized as individuals
The Telegraph, May 2015
INDEE
D
25. V A L U E
S
Rebel
Heritage
Iconic
Authentic
Innovative
Individual
Real
OK. But which are the
values Reebok can play
on to build Reebok
Classics’ identity ?
26. HOW YOU WILL BE
PERCEIVED
REBEL . INDIVIDUAL . REAL .
Reebok will “crack” all
the tribe thing Reebok will value
people for themselves
and not the tribe they
belong to
Reebok Classics are the
true first Classic
sneakers : it’s not about
turning into a super
athlete or a
“fashionista”when wearing
shoes, but enjoy to wear it
because a Classic has a
story
27. 54% of Millenials chose to buy from brands that make them
feel good about themselves
YPulse.com
MOREO
VER
66% of them buy from brands which have a positive
message
Trendwatcher /
AN
D
28. S
O
L
U
T
I
O
N
To turn Reebok into a cross brand, which
emancipates young people from tribes, by
putting individuals at the heart of its DNA
29. KPIs
Measure the increase/
dicrease in the number of
Reebok Classics of sales
Measure the number of
shares, likes and
comments on social
networks
Brand image : how
consumers perceive
Reebok Classics /
Reebok
Number of consumers who quote spontaneously
the brand/the product during surveys
Measure the increase/
dicrease in the number
of buyers who are
between 16 and 24
years old
Increase/dicrease in
market share
Connectivity with 16-24Brand
Perception
Brand
Consideration
Product
Awareness
