Reebok employees … just do it

This event report addresses how Reebok, the sporting apparel group, drives employee advocacy around its core brand positioning of improving fitness.

Reebok employees … just do it

Stephen WhitesideWarc

In February 2014, Reebok – the sporting-apparel group – unveiled a new brand positioning, moving away from its previous focus on elite athletes to target fitness junkies across America.

Ben Blakesley joined the Canton, Massachusetts-based firm as its senior manager/global social media the very same month. And he soon learned that many of his colleagues personified this commitment to exercise as a way of life, and thus had the potential to become authentic ambassadors for the brand's new "purpose" on services like Facebook, Instagram and Twitter.

"Nearly 80% of our workforce...

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