Case Study
Reebok
Pretty Lethal
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Case Study
Reebok
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Reebok
Reebok –
Pretty Lethal
A key macro, global strategic imperative for Reebok was to address the gender imbalance in their consumer make-up – which was predominantly male.
More balanced representation in photography and product lines was a great start, but they were looking for a strong women-focused idea that could be rolled out across multiple markets.
Research showed that violence against women was sadly all too present in multiple markets. It was not a problem unique to a given culture or income bracket. Research also showed that minimal self-defense training goes a long way to positively impacting a stand-off with a would-be assailant.
The Pretty Lethal campaign offered free self-defense classes for women. No Reebok apparel required for entry. No pay-to-play. Just a great idea, where a great brand offered something of great value, with no expectation of anything in return. The results surpassed expectations, and Pretty Lethal became a line of Reebok Women’s Combat Apparel product range.
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