Unlike its competitors Nike and Under Armour, Reebok chooses to differentiate its brand by targeting a more specific set of customers: one that does tough mudders, mixed martial arts, and cross fit. Unlike other brands like Lululemon whom create sporty clothing for a mature audience, Reebok wants to central its focus even more to a tough social fitness space.
The target customers claim that Reebok understands what tough fitness means for women and what they need for their lifestyle. Reebok has also in a sense rebranded itself by changing their logo to shift its emphasis from a general sportswear company to one that focuses on a specific athletic demographic.
I actually think it’s good for Reebok to brand itself as compared to its competitors when you think of the top sports brand, you think of Nike or Adidas. So by centralizing its focus, this firm would be a big hit towards the crossfit market since there are less companies who design clothing catered to those specific needs. By differentiating their brand, they’re able to charge higher prices as there are consumers willing to pay more for clothings that fit their specific requirements. Thus I agree with Reebok’s decision to shift its focus to save its business and attract a different set of customers.
http://www.businessinsider.com/reebok-wants-to-compete-with-nike-under-armour-and-lululemon-2015-11