Reebok has gotten bold. Last month, the company introduced its EasyTone footwear for women, which are meant to tone the leg and butt muscles. According to the company, its lab tests confirmed an increase in muscle activation due to the miniature balance balls underneath the shoe.
Reebok conducted a survey on 15,000 women across 25 countries last year. The results revealed that while almost half the women know that exercise and keeping fit is very important to their overall health, less than 25 per cent participate in any fitness activity frequently. Further, the findings showed that 61 per cent of the women would work out more if it was fun and easy. As a result, Reebok first launched Jukari and, more recently, EasyTone.
To ensure its success, Reebok even hired NASA engineer Bill McInnis to create a balance pod system in the sole of the shoe that creates natural instability with each step. McInnis and his team used a technique called Electromyography which involves sensory electrodes being attached to key muscles. This micro-instability forces muscles to adapt, which makes the muscles work 28 per cent more. “Women around the world are looking at fitness afresh and want to know of interesting and newer ways to stay fit rather than just sticking to a boring gym or walk routine,” says Reebok Executive Director (marketing and product) Sajid Shamim.
Closer home, Reebok believes that fitness consciousness is on the rise with increased media attention because of Bollywood celebrities and the increasing number of gyms and fitness centres in big as well as small towns.
Over the past few years, Reebok has consistently paid attention to the women’s market in the country. It started off by introducing a women’s collection where the company created a small corner with 20-30 SKUs in apparel and shoes. The move worked well and soon the women’s business was 15 per cent of the company’s main business. In 2003, Reebok launched a sporty salwar-kameez in knit fabric based on the finding that many women wear their husbands’ T-shirts and track pants. Then in 2004, Reebok decided to treat its womens’ business initiative as a separate brand. Thus it launched women’s-only stores with matching décor and style.
Little surprise then that with EasyTone, Reebok is going full throttle by coming out with a 360-degree campaign. The shoe is available across Reebok outlets in the country, priced between Rs 3,299 and Rs 5,999.
