Reebok Is Walking In Shanghai, The Old Game Of Struggling Performance Finds The Dawn In China.

In March 27th, Shanghai Xintiandi Pinghu, a new brand appeared for the first time on the T stage of Shanghai fashion week.

But it is not a new young brand, but Reebok (Reebok), founded in 1895.

The sports veteran, with the theme of "The Other Side" as the theme, carries out a retro style fashion show in Shanghai, which is the world's first show of Reebok's autumn and winter products in 2019.

The brand spokesperson William Chan and the famous rapper Future attended the event.

"This is the first time we have done such a large-scale display in fashion week," said Cha Weiwen, vice president of Reebok Asia Pacific and Chad Wittman, China. "Reebok has always been a bold, unregulated brand, willing to do some new trials."

We know that the future of fashion innovation must be here, especially China.

In recent years, the international influence of Shanghai fashion week is increasing day by day. It is even known as the fifth fashion week in the world.

In an interview with FootwearNews, Reebok global president Matt O told Matt that the event is part of Reebok's strategic plan to further expand its Asian market. "Over the past time, we have been investing more in China, like most brands, where there is great potential," O Toole said.

In order to consolidate the brand's status in China's sports consumption market, in 2018, Reebok set up a product creative center in Shanghai, signing many Chinese designers.

The creative center is mainly responsible for product design and marketing layout in the Chinese market. Some products are only listed in China or Asia.

According to Matt O, most of the products displayed in the fashion week in Shanghai come from the design of the creative center, hoping to show its sports and fashion categories to the Chinese market.

From the point of view of the scene, the Reebok show combines music and dance elements, and the products are mainly in 1990s style, including splicing impact color windbreaker, printed tights, classic sports shoes and so on.

In March 13, 2019, Reebok's parent company Adidas released its 2018 financial year results, showing that Reebok's brand sales decreased by 3% year-on-year.

But in the Asia Pacific market, Reebok's sales increased by 3% to 336 million euros, which is the fastest growing region in the world's major markets.

At present, the Asia Pacific market is second only to Europe and North America, and is the third largest market of Reebok brand.

Adidas did not disclose Reebok's specific performance in Greater China.

In the 2017 fiscal year, Reebok's global sales increased by 4% over the same period last year, of which the increase in the Greater China region was 25%.

In the first quarter of 2018, Adidas reported that Reebok had gained two digit sales growth in Greater China.

The overall performance of the struggling old sport has seen a turning point in China and the Asian market.

As early as 2006, in order to fight Nike in the American basketball and rugby market, Adidas officially bought the Reebok, which was then the leading U.S., at a price of 3 billion euros.

Since then, powerful buyers have captured Reebok's resources in basketball and rugby markets, and a series of endorsements in NBA have been replaced by Adidas, and NFL sponsorship contracts have been lost in 2010.

On the brand building, Reebok gradually lost its characteristics, and its business performance went from bad to worse.

Subsequently, Reebok, which has been fading away from professional competitive sports, has gradually shifted to the mass market and entered the fitness field in 2015 to help companies attract female consumers.

However, the sustained results show that Nike, Adidas and New Balance are still struggling ahead of Reebok's fitness field.

At present, Reebok's product line is divided into two major branches: Reebok Fitness (Fitness Series) and Reebok Classics (Classic Series), and the classic series is still the main source of Reebok's revenue growth.

In 2018, Reebok President Richard Wei said in an interview that the classic series is expected to grow in revenue in the next 3 to 5 years.

As for 5 to 10 years, fitness may become a bigger source of profits for Reebok in the Chinese market.

Author: Luo Yingying