Reebok is trying to compete with brands like Under Armour and Nike by going after a different kind of customer.
In order to gain back athletic market share, Reebok is going after a more hardcore customer, according to Adweek.
The athletic company’s share of the sneaker market has been declining since it was acquired by Adidas, reports David Gianatasio.
Reebok currently controls 2% of the US market, compared with 8% a decade ago.
This differs from brands like Lululemon and Nike, which are touting the new “athleisure” trend of wearing your gym clothes to work and brunch.
In a new advertisement, the brand touts the benefits of waking up early to do gruelling workouts.
“We do it to be better. Period,” the ad says.
The strategy is paying off: Reebok has posted net sales growth for the past 7 quarters.
While Reebok is going after hardcore athletes, Under Armour is focusing on huge celebrity endorsements.
The brand recently announced partnerships with boxing legend Muhammad Ali and NBA All-Star Stephen Curry.
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