Reebok has been investing in China for some time, recognizing the tremendous potential of Chinese market. In 2018, Reebok saw its largest revenue gains in Asia-Pacific, with a three per cent increase in net sales on a currency-neutral basis. The market is its third largest, after Europe and North America. To help solidify its position among Chinese consumers, Reebok is crafting products and marketing tailored specifically to the market.

Among the brand’s new looks in China is the Advanced Concepts’ Sole Fury sneaker developed by Helen Kirkum. The British designer is best known for what some call a Frankenstein-like approach, where she repurposes elements from other products on her shoes. To create this special release, she broke down Reebok’s 3D Opus 98, Instapump Fury, Run.R 96 and Ventilator silhouettes to make three unique visions of Sole Fury.

US sportswear brand Reebok has an unmatched heritage with some of the most iconic footwear silhouettes in the industry, an authentic fitness brand. While Reebok’s revenue fell three per cent in 2018, its costs came down even more, and management expects the business to finally start expanding. The hope is that new footwear lines like the CrossFit Nano and the FloatRide Run will spur sales. The aim is to make sure that the brand heat is based on real products.