Reebok Co Assignment Example | Topics and Well Written Essays - 500 words

Reebok Co - Assignment Example The shoes of the company got popular not only in the athletic wear but also as casual wear. In 2009, Rebook recognised the changing trends and positioned itself as a premium sports brand which offers a lifestyle brand by focusing on fitness and training. Actually the heritage and roots of Reebok are associated with fitness/training therefore, by positioning the brand as a lifestyle shoe, Reebok not only fulfilled the changing needs of the consumers but it also developed a clear roadmap for its key businesses going forward (Khurana, 2010). What segments are they targeting today and why did they choose these segments? The change in positioning strategy from athletic shoe to lifestyle shoe helped Reebok to target various market segments. The company attracted the youth involved in cheerleading, gyms, and aerobics and average consumers (Womenreebok, 2011). Therefore, the major target market segments of Reebok are the youngsters involved in fitness and training activities of all kind beca use Reebok recognises fitness and training as a lifestyle of the youth.