I started off this field brief by doing some research into the brand; Reebok. I found that  the brand really started to take off when it was taken over by two British men by the names of Joe and Jeff Foster. The company beforehand belonged to their grandfather and called J.W. Foster and Sons. the brothers changed the company name to Reebok to try to reinvent it. 30 years after Joe and Jeff Foster renamed their grandfather’s company they broke out into the booming fitness trend, women around the world were working out in the latest style; ‘Reebok Freestyle’ with Gin Miller becoming the face of ‘Step Reebok’, a range of workout DVD’s.

The pump innovation then hits the market in 1989, making Reebok a household name in other categories as well as just sportswear.

After Reebok dominated the fitness and aerobics movement in the 1980s with groundbreaking products and marketing, the company signed a long-term partnership with CrossFit, a core strength and conditioning program, in 2011. Two years later, the studio categories Yoga, Dance and Aerobics followed, and Reebok has been back on track to become the best fitness brand in the world.