Reebok: Analysis of Mission and Vision Statements

reebok mission statement

The journey of Reebok tells a story of epic escalation to success to a colossal collapse and then surviving in a vastly competitive market with the acquisition of Adidas.

In this article, we will analyze reebok mission and vision statement critically. Before that lets know about reebok company background and history.

Company Overview:

  • Company Name: Reebok
  • Company Type: Subsidiary
  • Parent Company: Adidas
  • Founded on: J.W Foster in 1895, Reebok in 1958
  • Founders: Joe Foster and Jeff Foster
  • Net Sales: 2.4 million USD

The Foster brothers, Joe and Jeff, founded Reebok in 1958 to carry on their family tradition of manufacturing athletic footwear. Their grandfather, Joseph William Foster, had created one of the first track spiked footwear and founded his company named J.W. Foster in 1895. Joe and Jeff wanted to create their own athletic footwear brand named “Mercury”.

But legal bindings with copyrighting the name “Mercury” prevented them from naming the company as such. Instead, they went with “Reebok”. The African speedster antelope species Grey Rhebok was the inspiration behind naming the company Reebok. The name signifies the speed and strength that Reebok footwear unlocks for its wearer.

Reebok was the frontrunner in the athletic footwear industry. In the ‘80s, before Nike and Puma took over its market, Reebok was the craze in the community. It came up with shoes that represent a perfect blend between function and fashion.

Reebok received great accolade and fortune following its introduction of footwear specifically designed for aerobics. Reebok’s freestyle aerobics shoe was very successful in capturing the female demography in the United States. Reebok harnessed the momentum and diversified its products in the mid-1980s. But Reebok failed to keep up with the competition and lost its crown in the market to Nike in the later years.

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In 2005, sports giant Adidas acquired Reebok as its subsidiary but continued operating under different names. The deal was valued at 3.8 billion US dollars. Adidas and Reebok together are putting up fair competition for Nike.

Since the acquisition by Adidas, Reebok has been steadily improving its sales. Reebok has been endorsed by some of the greatest contemporary athletes. Moreover, Reebok has been bringing back their famous shoes and apparel lines to incite nostalgia among its fans.

Reebok Mission Statement

The mission statement of Reebok is to Always Challenge and Lead through Creativity at Reebok, we see the world a little differently and throughout our history have made our mark when we’ve had the courage to challenge convention. Reebok creates products and marketing programs that reflect the brand’s unlimited creative potential.

Analysis of Mission Statement

The mission statement of Reebok delineates its confidence in its potential, creativity and its zeal to be unconventional.

In the first sentence, Reebok expresses its commitment to always challenge and lead using its creativity. Reebok came to the spotlight by using its creativity in paving its path with freestyle aerobics and Reebok understands the importance of creativity in a competitive business arena. The second part of the sentence reinforces the role of creativity and challenging convention in its success.

The second sentence is about the outlets for Reebok’s creative potential. Reebok’s marketing campaigns and products reflect its faith for creative exploration.

Reebok Vision Statement

Reebok’s vision statement says Reebok is dedicated to providing each and every athlete – from professional athletes to recreational runners to kids on the playground – with the opportunity, the products, and the inspiration to achieve what they are capable of. Everyone has the potential to do great things. As a brand, Reebok has the unique opportunity to help consumers, athletes and artists, partners and employees fulfil their true potential and reach heights they may have thought un-reachable.

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Analysis of Vision Statement

Reebok’s vision statement talks about its goals and ambitions. The first sentence shares its dedication for presenting professional, casual runners and children with the best experience with Reebok products. The Reebok apparel lines and footwear are devoted to comfort their customers. Reebok mentioned their belief in the capacities of the customers.

Reebok advertised their products as accessories that enable the wearer to achieve their dreams. In this sentence, they imply that Reebok customers are more capable than they think they are. The vision statement radiates encouragement to their customers.

Reebok actively created a brand for itself by promulgating people to chase their dreams and unlock their full potential. 

The vision and mission statement both speak of the same core message. The sentence structure of both statements is coherent and similar in being detailed and simple at the same time.

Reebok Values

  • They instigate innovation
  • They define their own code
  • They risk everything
  • Game Changers are no stranger to Reebok


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