Issue link: https://viewer.e-digitaledition.com/i/1154057
Victoria Beckham dropped. "I think one of the things we've done well, whether it's athletic talent or celebrities or some of the fitness partners we've identified, is we have a good antenna for what's coming: Crossfit was very small when we started, and I think Pyer Moss is a good example — this is a guy who's definitely going to be huge," O'Toole said. "We think it's part of this challenger mentality that we have." e collaborations are unique vehicles for advancing the brand's fitness/style blend, he said. "We have to find those right connective points," he said, highlighting the crossover appeal of collections like Beckham's that marry performance and high style. "We want to keep pushing the worlds together as opposed to separate them, and to do it in a fresh and disruptive way." Leading the charge is a number of new hires across the C-suite. Nike veteran Karen Reuther was named Global Creative Director a year ago, and Matt Blonder, formerly of Barnes and Noble, was promoted this spring to replace departing Melanie Boulden and took the title of global head of marketing, brand management and digital. Under Blonder, the brand unveiled a fully revamped website in March. With a cleaner, less aggressive design and a beefed-up back- end architecture to let the site run much faster, the new site is made to be frictionless to shop on desktop and mobile. At the same time, Reebok launched its revamped loyalty program, now called "Reebok Unlocked," that focuses on experiences and access (to limited edition product, training programs, and concert or fitness events) over discounts. "We have the opportunity to curate the consumer's journey and understand what they're interested in and present that part of the brand," O'Toole said. "It's not the traditional idea where you earn so many points and get a discount; It's more that there's other experiences you can get with the points you that unlock other parts of the brand." With younger shoppers being increasingly driven by experiences, he says, finding new ways to connect will be critical to the brand's growth plans. "The real challenge that's come to ev- erybody in our space is you've got to be authentic — you've got to be telling real stories that connect to what your consumer cares about, and they're going to sniff it out if it's BS," he said. "To me, there's always going to be trade issues or currency issues, brick-and-mortar is tough, but I think for every negative there's a positive. e overall state of the industry, I believe, is healthy and it's a race now to figure out who can really capture the attention of the consumer." n sportsinsightmag.com July/August 2019 Sports Insight • 7 IN THE MARKET The Reebok x Victoria Beckham collection offers unisex streetwear looks.