I have been Nike head as long as I have done any sports; still I have really liked the laser-sharp focus Reebok has had lately with their marketing. Their decision to concentrate solely on fitness and Crossfit will likely to be proven to be the right one. It makes perfect sense from Adidas (their owner) point-of-view as well. Adidas can be the slightly safer more traditional big brother, whereas Reebok has more character and ruggedness. Reebok has been a typical middle brand throughout its life: second-class Nike or Adidas (only differentiator being their Britishness). Their classic sneakers are all a little bit of novelty such as Reebok Pumps. Now they have clear sense of mission and a distinct attitude:
Pain is temporary, Reebok is forever and what would be better way to showcase it than inking the logo to you? What brand logo would you tattoo to yourself? And what price?
Of course this is promotional stunt (you might get 5k USD Reebok sponsorship), but still it takes some commitment to take the logo with you forever. The new logo for Reebok (which originally came from Crossfit) manifests their commitment to fitness and the logo tattoo brings the words of Matt O´Toole (CMO, Reebok) to life:
The new brand mark signals a clear purpose for our brand and it will be a badge for those who pursue a fuller life through fitness. We believe the benefits of an active life go beyond the physical benefits and impacts your whole self and your relationships with others.
Now there are 93 tattooed brand ambassadors testing how that tattooed brand logo affects their relationship with others and goes beyond the physical benefits.