Download PDF
Iris > Case Studies > Made Of Many: IoT in Reebok's Product Branding Strategy
Iris Logo

Made Of Many: IoT in Reebok's Product Branding Strategy

Applicable Industries
  • Retail
Applicable Functions
  • Sales & Marketing
Services
  • Training
The Challenge
Reebok, a globally recognized footwear brand, was faced with the challenge of launching the third edition of their signature shoe, the JJ Watt III, in a highly competitive market. The challenge was compounded by the fact that there was no unique or new product innovation to highlight. The company needed a compelling and bold campaign that would resonate within the market and make the new shoe stand out. The campaign had to not only promote the shoe but also reflect the journey of JJ Watt, the endorser, who had overcome numerous adversities to become one of the best defensive ends in the league.
About The Customer
The customer in this case study is Reebok, a global athletic footwear and apparel company. Reebok is a subsidiary of Adidas, and it produces and distributes fitness, running, and CrossFit sportswear. The company is known for its innovative and high-quality products. In this case, Reebok was launching the third edition of their signature shoe, the JJ Watt III. The shoe is endorsed by JJ Watt, one of the best defensive ends in the league, who is known for his resilience and ability to overcome adversity.
The Solution
Reebok's solution was the 'Made Of Many' campaign. The campaign took inspiration from JJ Watt’s journey to the top, showcasing what JJ and his new shoes are really made of. A hero film was created to present the shoe as more than just an endorsed product. The JJ Watt III was portrayed as a shoe that gives more in training, enabling wearers to overcome obstacles and take on detractors when it matters most. In addition to the hero film, a range of assets for social, retail, and online platforms were produced, including moving content and 2D to support each of the four packs of JJ Watt footwear. These assets were launched across Reebok’s and JJ Watt’s channels.
Operational Impact
  • The 'Made Of Many' campaign provided Reebok with a fresh and compelling way to launch the JJ Watt III in a crowded footwear market. The campaign not only highlighted the shoe's features but also connected it with the inspiring journey of JJ Watt, making it more than just an endorsed product. This approach helped Reebok to resonate with their target audience and stand out in the market. The use of various assets across different platforms also ensured a wide reach for the campaign.

Related Case Studies.

Contact us

Let's talk!

* Required
* Required
* Required
* Invalid email address
By submitting this form, you agree that IoT ONE may contact you with insights and marketing messaging.
No thanks, I don't want to receive any marketing emails from IoT ONE.
Submit

Thank you for your message!
We will contact you soon.