Dive Brief:
- Joining other brands in launching wellness apps, Reebok debuted its Reebok Fitness app, the activewear brand announced last week.
- Through the app, Reebok is offering access to on-demand workouts, nutritional guidance, wellness content, workout tracking and GPS. Users can also connect with other fitness enthusiasts and join challenges with other users on the app, per the press release.
- The app is available on Android and iOS. Following a seven-day free trial, the company is charging customers a $99.99 annual subscription fee, according to the company’s website.
Dive Insight:
In addition to Reebok, other major athleticwear brands have been building relationships with customers via digital fitness content. In 2021, Fabletics launched its subscription-based fitness app, which offered meditations, workouts and other content. Last year, Lululemon added more digital workouts from Xponential Fitness, which owns YogaSix, Club Pilates and Pure Barre franchises. In the past, Nike, which offers the Nike Run Club app, has played a role in driving digital sales growth for the iconic brand.
“[T]he Reebok Fitness app will offer a compelling user experience and continue to emphasize the brand’s commitment to sports and fitness,” the company said in its Reebok Fitness announcement.
With its new fitness app, Reebok continues to experiment with tech tools to reach new customers. Last December, the athleticwear brand partnered with Futureverse, an AI and metaverse tech company, to create new gaming and metaverse experiences. In May, the company teamed up with Futureverse to create a digital experience that lets customers make custom shoes using Instagram photos and AI.
Reebok’s rollout of its new fitness app comes years after Authentic Brands Group acquired the brand for roughly $2.46 billion. Adidas previously purchased the brand for $3.8 billion in 2006.
