Reebok

Company: adidas AG

Brand value: US$1,003 million

Change since 2018: 2%

Headquarter city: Boston, US

Category: Apparel

Year formed: 1958

Reebok is a global athletic apparel and footwear brand that has been part of the adidas stable since 2005. Model Gigi Hadid has been an adidas ambassador for several years, and this year the partnership sees the launch of a Reebok x Gigi Hadid clothing collection linking Reebok heritage with Hadid’s fashion and sporting experience. Reebok is also working with online influencers spanning fashion, music, design and art, urging consumers to imagine bold new possibilities for the future. Partners include rapper Childish Major and stylish-songwriter Juno Song. These collaborators are part of a campaign showcasing their diverse origins, and explores how the past can inspire the future. The brand’s latest campaign, “Sport the Unexpected” is another move away from a focus on fitness and towards creativity. In a further effort to engage with a younger audience, Reebok has launched its first loyalty scheme, “Unlocked”, which rewards consumers’ interaction with the brand via a benefit scheme developed by Reebok and it partners.