Breathing new life and refreshed value into a global brand tracker




  • Consumer-centricity
  • Global Research
  • Storytelling

The Challenge

Understanding Global Market Positioning.

In 2013, Reebok shifted its brand focus and target consumer from “sport” to “fitness.” Since then, the global fitness and apparel company has invested heavily in its mission to develop innovative products and create new markets to help make its consumers “Fit for Life.” Reebok needed a comprehensive and dynamic approach to understand how the brand is performing, its position in the global marketplace, and whether current brand strategies reach their targets.

Our Client's goals were to:

  • Revamp and expand its brand tracking study into a highly actionable program
  • Streamline messaging and brand strategy
  • Prioritize the consumer, rather than just the numbers

The Results

Dynamic Deliverables with Actionable Insights.

Reebok partnered with CMB to revamp and expand its brand tracking study into a highly actionable program yielding insights into brand health, brand values, and brand strategy, overall and in 12 countries. Insights from the brand research keep Reebok focused—letting them prioritize the consumer, rather than just the numbers. Results were used to help Reebok streamline messaging and brand strategy around fitness, and identify, prioritize, and fix global issues—ensuring brand managers, researchers, and executives speak the same language.

Highlights of the brand tracking refresh included:

  • Conducting higher level analytics to understand the drivers of consideration—for Reebok and for the category as a whole—in the US and internationally.
  • Building dynamic deliverables that communicate the implications of the research and how to act upon them in a visual, succinct, and compelling way.
  • The development and implementation of a reporting tool that lets analysts slice and dice the data, efficiently create summary slides, and deliver the most useful and important information to all stakeholders.

CMB nailed the rejuvenation of this tracker from strategic thinking to deliverables. With a project of this size and scope, it’s critical to get things right the first time—and they do. Part of CMB’s value, for us, is in their top notch execution and project management—the team is thoughtful, responsive, and delivers the insights we need to make big decisions.

Marty Murk

Former Consumer Insights Manager at Reebok

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About the Client

Reebok believes that fitness is for everybody – and every BODY.

Reebok is an American-inspired global brand with a deep heritage in fitness. The company’s mission is to be the best fitness brand in the world. Reebok knows that greatness doesn’t come from standing still. Learn more about Reebok here.

Our People

Meet our top-notch team who made all the difference.

Brant Cruz SVP, Platforms & Audiences

Marty Murk VP, Platforms & Technology