Reebok has shown its ambitions in 2024. The company made frequent moves at the end of the year, using star players to enter the fields of golf and women’s basketball.
According to multiple foreign media reports, in December 2024, the Women’s National Basketball Association (WNBA) announced a new multi-year partnership with Reebok. The American sportswear company will produce sports shoes for WNBA teams. Players already working with Reebok include Angel Reese and Lexie Brown.
“The WNBA continues to grow with its iconic brand, and we look forward to Reebok joining us in driving women’s basketball to new heights and inspiring the next generation,” said WNBA Chief Growth Officer Colie Edison.
“Our partnership with Reebok is about bringing more fans to the game.”
Reese, a 22-year-old forward who plays for the Chicago Sky, recently launched her own official Reebok sneaker line, “Reebok by Angel,” with the “Engine A” being one of her first signature sneakers to launch this summer.
Reese was one of the most popular WNBA players during her rookie season last season and was one of the first female basketball players to receive a signature shoe from Reebok.
The origin of this layout occurred three years ago. Reebok announced in 2021 that it was “taking back its rightful place in the world of sports.” This year, the company was acquired from Adidas by ABG Group (Authentic Brands Group) and began to conduct more diversified business attempts.
Immediately, NBA legends Shaquille O’Neal and Allen Iverson took executive roles, and Reebok began to focus on the WNBA and women’s basketball. One of the first executive decisions O’Neal made after becoming president of Reebok Basketball was to sign Reese and Brown to Reebok.
Women’s basketball is an area that Reebok has invested in for a long time, with its women’s models dating back to the 1980s. In 1997, Rebecca Lobo’s first women’s signature shoe was born, which was named “The Lobo”.
After more than 20 years, Reebok did not make efforts in this field. Until 2024, Reese became the second WNBA player to receive a Reebok signature shoe. This pair of shoes is expected to be launched in 2026. Although the release of this shoe is still some time away, Reese has launched his own cooperation series with the brand and often endorses related advertisements.
Reese believes that as strong female athletes, they can set role models for young athletes through relevant platforms. She said she was happy to see the WNBA and Reebok supporting each other and expanding their influence.
It is worth noting that this cooperation between Reebok and the WNBA was reached after the WNBA experienced a record-breaking season, in which the league broke more than 50 records in terms of player achievements and audience attendance.
It can be seen from this layout that Reebok wants to use the influence of the event to achieve linkage between star players and women’s basketball products. Bringing fans closer to the rising stars on the field also means increasing the visibility of the product to the majority of female sports fans, thereby opening up sales.
Reebok’s ambitions aren’t limited to being a sports partner for women. In mid-December 2024, Reebok will further expand its golf business. The company announced a partnership agreement with American golf star Bryson DeChambeau, who will serve as the official spokesperson for Reebok golf apparel and footwear products. In March 2025, Reebok will officially launch Bryson DeChambeau as its spokesperson and launch its new course performance shoe Nano Golf for the first time.
In the golf arena, Bryson DeChambeau has a high profile. He is a two-time Grand Slam champion and a social media expert. This cooperation marks Reebok’s re-entry into the high-performance golf field.
Reebok’s cooperation with big-name stars has formed a set of templated play styles, and the commercialization ideas behind them are similar. Whether Reebok, which frequently plays the star brand, can successfully “bring goods” remains to be tested by the market.
(Article source: Jiemian News)
Article source: Jiemian News
Original title: After investing more in golf, Reebok wants to use the WNBA to expand the female market
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2025-01-04 00:14:00