Reebok is attempting to refresh its image and winning over critical young audiences like Gen Z and millennials. From its Stranger Things sneakers to its’90s themed collections and campaigns, Reebok is still trying to find a footing with young consumers. Its global campaign launched in March is a break from the athletic apparel maker’s typically sports- and performance-focused messaging. The campaign touched across digital, social and traditional media integrations. Reebok's prior digital strategy was seen as too focused on moodiness and hyper masculinity. Growth and sales have become a bigger priority versus traditional branding and creative ideas.

Reebok has in recent years had to grapple with a surge in athletic apparel and athleisure competition. The company has accordingly diversified its offerings to keep up with the category. It has for example introduced a maternity collection for new and expecting mothers.

Meanwhile Melanie Boulden is departing as Reebok’s chief global marketer and head of brand management after just over a year. Boulden’s sudden departure could sting Reebok. Chief marketing officers’ tenure at the top 100 US advertisers fallen by a month to 43 months compared to 2018. CMOs are also in some cases being replaced by chief growth officers or equivalent roles.