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mission and values

Reebok Strategy

Reebok is an American-inspired global brand, starting with fitness as the backbone for the brand's global positioning. We aspire to make our consumers "Fit for Life". At Reebok, our innovation focus is rooted in technologies that enable them to train at their best every day, whether they're running, doing aerobics or playing basketball. At Reebok, our innovation focus is on fitness and training, where the priority is creating products that provide a material benefit to the consumer's fitness activities (e.g. flexibility or lightweight).


Challenge and lead the fitness world 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.


Celebrate Individuality in Sport and Life

Throughout its history and again today, Reebok's success is based on its courage to challenge convention: developing innovative products, creating new markets, and creating the latest athletic style. Inspired by its roots in fitness, Reebok is a global sports brand that is committed to empowering consumers to be fit for life.

Brand Attitude

Fit for Life. Having Fun and Staying in Shape.

Unlike many other brands, Reebok is committed to making fitness aspirational and fun again – by providing consumers with experiences, products and the inspiration to be Fit for Life. By creating inspiring product and brand experiences.

What does this mean for you? We expect you to have a positive attitude, to believe in yourself and your team and to see challenges as opportunities instead of obstacles. You always strive to go further, break new ground, and surpass your limits.