Brand Lessons: What Small Biz Owners Can Learn from Reebok

Hey business owner! Get your coffee (or wine, no judgment here) and let's dive into a branding lesson, Reebok-style.

You might have heard about Reebok’s big moves lately—if not, don’t worry, I’ll get you up to speed.

Spoiler: it involves Shaq, a basketball star, and the most followed WNBA player on social media.

So, Reebok has been on a roll. Under the ownership of Authentic Brands, they recently made headlines with a series of strategic moves aimed at "re-emerging into team sports". One of the most notable actions is the appointment of Shaquille O’Neal as the President of Reebok Basketball, followed by a NIL (Name Image Likeness) partnership with women’s college basketball star from LSU (now WNBA player for my hometown (Chicago Sky) - Angel Reese.

Angel Reese is now part of Reebok’s star-studded lineup, including Justin Fields and the legend Allen Iverson. She’ll be strutting her stuff in campaigns and working on future designs, including her own collection launching in Fall/Winter 2024. Shaq, who’s got some serious stake in the brand, will be guiding Reebok’s basketball strategy and teaming up with athletes and organizations.

This partnership aligns with Reebok’s long-term strategy to focus on performance basketball and the intersection of sports and fashion.

So, what's there to learn?

Alright, let's break down what Reebok is doing right and how you, the ambitious small business owner, can apply these lessons without needing a celebrity BFF or a million-dollar budget.

1. Appointing the Right Leaders

Branding Strategy: Leadership Branding

Reebok hired Shaquille O’Neal as the head of their basketball division. His fame, credibility, and extensive experience in the sports world add immense value to Reebok’s brand, positioning them as a powerhouse in basketball culture. Shaq’s larger-than-life personality and deep connection to the sport make him an ideal leader to drive Reebok’s basketball strategy, attracting attention and building credibility in the competitive sports market.

2. Partnering with Rising Stars

Branding Strategy: Influencer Marketing

Partnering with Angel Reese, a prominent college athlete, allows Reebok to tap into the energy and enthusiasm of youth culture and modern athleticism. This kind of partnership helps them connect with younger audiences who admire and follow these rising stars. By aligning with a dynamic and promising talent like Reese, Reebok rejuvenates its brand image, making it more relevant and appealing to a new generation of consumers.

3. Staying True to Your Roots

Branding Strategy: Authentic Branding

Reebok’s collaboration with LSU star Angel Reese feels authentic due to Shaquille O’Neal’s history with LSU. Authenticity resonates with customers because it shows genuine connections and integrity. This move reinforces Reebok’s deep-rooted connection to basketball history and culture, enhancing their brand’s authenticity and strengthening their narrative as a brand that truly understands and respects the game’s legacy.

4. Setting Long Term Goals

Branding Strategy: Strategic Planning

Reebok’s goal to re-enter team sports gives them a clear, strategic focus for future growth. By publicly committing to this objective, Reebok demonstrates its dedication to a specific market segment, which helps align their marketing efforts, product development, and overall brand strategy. This long-term vision fosters trust among consumers and investors, showcasing Reebok’s commitment to evolving and expanding its influence in the sports industry.

5. Involving Experts in Product Designs

Branding Strategy: Expert Collaboration

Reebok involves professionals like Angel Reese in their product development to ensure their products meet high standards and resonate with their target audience. This collaboration not only enhances the quality and appeal of their offerings but also brings a fresh perspective to their designs. By incorporating insights from a top athlete, Reebok ensures their products are functional, innovative, and aligned with the needs and preferences of modern athletes and sports enthusiasts.

6. Continuous Innovation

Branding Strategy: Continuous Improvement

Reebok’s upcoming collection designed with Angel Reese showcases their commitment to innovation and staying ahead of trends. By constantly evolving and introducing new designs, Reebok maintains its competitive edge and keeps its product lineup fresh and exciting. This dedication to continuous improvement helps Reebok stay relevant in a fast-paced market, attracting consumers who seek the latest and most innovative sportswear.

7. Leveraging Nostalgia

Branding Strategy: Nostalgia Marketing

Reebok’s history with Shaquille O’Neal and their classic basketball roots play on nostalgia, appealing to long-time fans. This approach evokes positive emotions and memories, strengthening brand loyalty among older customers while introducing iconic elements to younger audiences. Leveraging nostalgia allows Reebok to celebrate their heritage and legacy, creating a sense of timelessness and enduring appeal.

But those are celebrities, what can my small brand do?

I get it!

You might not have the funds to sign Shaq or launch a new shoe line.

BUT here’s how you can apply these lessons to your business:

1. Partner With Local Influencers

You don’t need a celebrity to boost your brand.

Look for local influencers who have a strong and engaged following. For instance, if you run a small fitness apparel business, collaborate with a local fitness trainer or yoga instructor who has a popular Instagram account. They can wear your products, share their experience with their followers, and post about your brand. This not only increases your brand's reach but also builds trust through personal endorsements. Offer them a discount code to share with their followers to track the success of the collaboration and incentivize their audience to make a purchase.

2. Collaborate with Rising Stars

Identify local artists, musicians, or creators who are gaining popularity and partner with them to create something special. For example, if you own a coffee shop, you could collaborate with a rising local musician to host a live music night. Promote this event on social media and encourage your followers to attend. You can also work with local artists to design limited-edition merchandise or packaging. This not only supports local talent but also brings fresh and unique elements to your brand, making it more appealing to your audience.

3. Get Expert Opinions

Engaging with experts doesn't have to be expensive.

Conducting surveys, attending industry meetups, or arranging informal chats with professionals can provide valuable insights. For example, if you run a bakery, ask a renowned local chef to sample your products and give feedback. Use this input to refine your offerings. Additionally, sharing these expert opinions on your social media or website can boost your credibility and attract more customers. Highlight testimonials from these experts to show potential customers that your products are valued by industry insiders.

4. Plan Long-term

Having a clear vision for your business is crucial.

Start by setting specific, measurable goals for where you want your business to be in the next 5 years. For example, if you own a boutique clothing store, your long-term plan might include expanding to online sales, launching a new product line, or opening another location. Break these goals down into actionable steps and set deadlines. Regularly review and adjust your plan based on progress and market trends. This approach ensures that you’re always moving forward and making strategic decisions that align with your ultimate business objectives.

5. Share Your Story

Regularly communicate the story behind your brand.

Customers are drawn to brands with a compelling story. Share the history, mission, and values of your brand often. For example, if you started your handmade soap business from your kitchen, tell your customers about your journey and the passion that drives your products. Use various platforms like your website, social media, and email newsletters to share different aspects of your story. Authentic storytelling creates an emotional connection with your audience, fostering loyalty and differentiating your brand from competitors.

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So there you have it!

Reebok might have the big bucks and celebrity clout, but you’ve got the heart, hustle, and now, some killer strategies to boost your brand.

Now go out there and show the world what you’ve got! 🚀

XoXo,