Reebok clearly identifies consumer groups with different values and requirements that help in tailoring the products to the wide cross-section of customers.

Elite Athletes and Serious Fitness Junkies

For its target market, Reebok appeals to the athletes interested in training seriously in CrossFit, MMA, and HIIT. The segment requires the highest performance and durable sportswear designed with considerations of safety and comfort through the physical aspect. To specialize in the product allows Reebok to stay focused on becoming the default brand for quality and functionality in the athlete’s equipment.

Urban Youth and Lifestyle-Sensitive Consumers

Reebok targets young, fashion-sensitive consumers who are interested in the culture of the urban community. These are consumers who have an appreciation for athleisure styles, in which work and casual clothing can no longer be differentiated; most especially, these styles should be retro or minimalist in design. This is also enhanced by the use of design collaborations and influencer collaborations by Reebok because the company is targeting consumers who are interested in its athletic heritage, but at the same time, fashionable.

Environmentally Responsible and Socially Responsible Consumers

Third is the environment-conscious consumer, who will care about the sustainability and transparency of the production process. Biodegradable materials and plant-based footwear by Reebok will resonate with the ethical purchase-minded consumers, especially the millennials and Gen Z. This will reinforce Reebok’s promise to be sustainable, targeting consumers who are driven by environmental accountability.