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PUREMOVE BY REEBOK: A SPORTS BRA THAT

ADAPTS TO EVERY FIT

“We could not be prouder to come to market with a product that breaks down barriers in a
category that has dissatisfied consumers for far too long, lacking any true technological
advancement. Innovation has always been in Reebok’s DNA and placing an emphasis on
transforming and improving one of the most important fitness garments for women is no
exception. The release of PureMove marks the first step of a very exciting new era for us”.

- Barbara Ebersberger,Vice President, Reebok

Emergence of Reebok
Reebok was founded by Joe and Jeff Foster in 1958 in Bolton, Lancashire, England. The name
reebok was derived from a word ‘grey rhebok’ in Afrikaans (South African language ) which
means a type of African antelope. It is a global company which is dedicated to the segments like
footwear and apparel, operating as a subsidiary of the giant German sports retailer Adidas. The
products range includes fitness wear, cross fit training equipment, clothing, athleisure, footwear
for running, cross training, walking, hiking and others.

Need For the Right Bra

70% of women usually don’t find the perfect bra, 50% of women experience breast pain while
exercising, 20% of women don’t even think of working out, because they don’t have the right
sport bra. And Reebok believes in perfection that comes with only 100%.

Comfort being the sole reason of a sports bra, a runner should have distraction because of neither
breast while running nor a fitness freak during her intense work out session. A poor fitting sports
bra can hinder the performance and ruin a work out experience. The Sports bra that is too loose
don’t provide the right amount of support while a tight bra can result chafing and prevent proper
breathing.

With a huge demand of sports bra, there are more than 300 manufacturers in the market, yet
there are a lot of unsatisfied customers who have not had their sport bra with the perfect required
size. With this huge gap in the market, Reebok did a lot of research on breast biomechanics and
came up with this ultimate product ‘PURE MOVE SPORTS BRA’ which give a less stretched
impact that creates a higher support while impacts of movement is high and a lighter support
that one would require when the intensity of movement is low.At Reebok, the world is seen a

This case study is written by Sanskriti, Shristi, Subhadatta, Varsha, Shivani, Shreyoshee and Arpita at
National Institute of Fashion Technology, Bhubaneswar.
 Page |2

little differently and throughout their history they have made a mark where they have had the
courage to challenge convention. Reebok creates products and marketing programs that reflect
the brand’s ultimate creative potential.

PureMove- The Right Bra

FIRST MOVER ADVANTAGE AND PRODUCT PORTFOLIO
Innovation has always been in Reebok's DNA and placing an emphasis on transforming,
improving and improvising one of the most important fitness garments for women is no
exception. Working on the same lines Reebok identified a problem area where they found out
frustration amongst female consumers who feel unsatisfied with their sports bra options.
Statistics show that one in five women are still avoiding exercise because they don't have the
right sports bra. Determined to change the ratio, Reebok embarked on a journey three years ago
with one clear mission to change the industry standards for the sports bra and reset the bar. Now,
just over forty years after the first sports bra came into market, Reebok, taking the first mover
advantage is proud to debut a first of it’s kind product “REEBOK PUREMOVE” featuring the
brand's new proprietary Motion Sense state-of-the-art technology (initially developed to be used
as body armor for bulletproof vests and NASA spacesuits) to adapt to your actions which one
can say is the definition of next level technology in active wear. It is a technologically advanced
sports bra that responds and adapts to the movement to provide women with a customized
amount of control and support, exactly where and when they need it. Reebok launched
PureMove on August 10, 2018.

Reebok’s Motion Sense Technology is the result of treating a performance-based fabric with
STF (Sheer Thickening Fluid), which is a gel-like solution that takes a liquid form when in a still
or slow-moving state and contrastingly stiffens and solidifies when moving at higher velocities.
This fabric technology adapts and responds according to the body’s shape, velocity of breast
tissues, and both type and force of movement. The end result gives wearers a bra that stretches
less with high impact movements, while providing the comfort and light support that one would
desire during rest and lower intensity activities.

A very essential part in the three-year development process of PureMove was Reebok’s work in
the lab where they tested breast movements and product variations with the university of
Delaware. Until now, industry standards for breast biomechanic testing typically included an
average of only two to four motion sensors on the chest area to track bounce and support, but
Reebok and the University of Delaware utilized 54 unique motion sensors in this area during its
rigorous testing process and used this data to ensure every detail was covered and accounted for
in PureMove's development.

This case study is written by Sanskriti, Shristi, Subhadatta, Varsha, Shivani, Shreyoshee and Arpita at
National Institute of Fashion Technology, Bhubaneswar.
 Page |3

The end result turned out to be a second skin like design that creates a barely-there feel.
PureMove Bra’s key performance features along with the reactive fabric technology include
breathable perforations which are perforations in front and back to keep one cool and
comfortable, no matter how rigorous the physical activity might be.

People might make an assumption that the more support a sports bra gives, the more fabric,
straps or hooks it is comprised of. But because of the motion-sense technology used, PureMove’s
design is the opposite of the assumption. It is especially designed to feel like a second skin and is
comprised of just 7 pieces of flexible and breathable material. There are no hooks, clasps, under
wires or adjustable straps to get in the way of comfort. It simply slips on and into one’s everyday
workout look with ease. With regards to the fabric used, there are leveraging breakthroughs in
material science and a responsive fabric technology has been used. The material is 73% Nylon
and 27% Spandex and is available in black color only. The signature pop color interior leads to
an extra oomph to this new classic silhouette. It is best for all intensity training and running as
the fabric firms up more to support during heavy impact movements and less during low impact
movements. It has a molded front panel and free cut edges for a minimalistic design, so one can
move freely without distractions. The minimalist design of the bra may seem deceiving when
one holds it, but it should not be confused for lack of support and technology. It is available in a
total of 10 unique sizes ranging from XS to 2XL (range that covers women’s size 0–22).

Thus, it is the first of its kind that responds to the body movements and Reebok has added
support through a fabric treatment that is integrated into fibers of the material instead of adding
multiple layers, glue, hardware stitching, interfacing or even screen printed applications. Because
extra construction is not needed, it only needs one layer of fabric on the upper part of the bra,
and it fits to one’s body shape and feels weightless. The material also activates when under strain
to stretch slowly and give support when needed.

Reebok followed the common pricing strategy. Their main aim was to survive and grow in the
market. In order to penetrate and capture the market, Reebok had decided to use a common
pricing policy. When the brand decided to plan for its apparel section, they set up a penetrating
pricing policy at the starting time. Low prices were set as introductory prices and when the
demand started rising, they change their price instead of common pricing the strategy changed to
reasonably higher pricing.

In cases where the brand has launched their new product in the market, Reebok first follows the
market strategy of skimming policy. Under this policy they set high prices for their superior
products. And when the consumers started associating the brand with the quality, the value added
pricing system helped them to make greater revenues. The company cashes on the loyalty of its
consumer base to communicate that quality is the reason for their high prices. After that they
start to slowly drop their prices under the name of various schemes and discounts.

This case study is written by Sanskriti, Shristi, Subhadatta, Varsha, Shivani, Shreyoshee and Arpita at
National Institute of Fashion Technology, Bhubaneswar.
 Page |4

In the year 2006, Reebok came up with the unusual strategy of destroyer pricing policy to tackle
the growing popularity of their main competitors like Puma and Nike. They deliberately set very
low prices so that the other companies were unable to match them. This led them to higher
volume of sales and capturing of a larger market share.

Reebok offers a variety of sports bra for women with different styles, textures, designs, colors
and sizes which are given different tag lines like training workout sports bra, training workout
ready sports bra, studio hero racer bra and etc. And each bra was constructed with different
technology like speed wick in that technology. The starting price of the women’s bra is Rs.649-
Rs.749 after discounting of 50% and maximum price is Rs.4100 without any discount which is
their new product PureMove.

Their new product PureMove which was recently launched online as well as in their stores
follows the skimming pricing strategy that is similar to what they follow for all their “new”
products. The price of the product is Rs.4100, for which they are offering no discounts. They are
also offering free shipping and free 30-days return policy in which if you don’t like the product
you can easily return the product and get 100% cash back. There are different EMIs options and
bank offers available on these websites to induce customers to buy.

Connecting With the Customers

India as a market is becoming increasingly receptive to newer and alternative forms of fitness as
well as sports, says, Silvia Tallon, Senior Marketing Director, Reebok India.

Reebok is present globally, headquarters being in Canton, USA and regional offices in Mexico
City, Hong Kong, Montreal and Amsterdam. Reebok has gone for a franchisee organization in
India with more than one thousand stores in nearly three hundred and twenty-five cities. It has
opened in Hyderabad the biggest Reebok showroom of the world.

The secret sauce behind their success is the company's primary investment in infrastructure.
Majority of their sales happen through exclusive stores present world-wide. The focus on
infrastructure is down to the last detail, such that each outlet has a standard layout, tweaked to
match the local audience, and displays the best of products. When you walk into any Reebok
store, you know its Reebok, you feel its Reebok and at the same time you feel it's your Reebok.

At Reebok’s offline stores, the customer goes through a hassle free experience of selecting and
purchase of the merchandise. The customer is provided with all the necessary and important
information about the products. At the payment section the personal data of the customers is
collected to create a reward point’s card for them which in turn help the company to enhance
customer loyalty. For payment at their physical stores, they accept cash, credit and debit cards.
As far as their return policy is concerned for a physical store is available up to 30 days after the
purchase is made.

This case study is written by Sanskriti, Shristi, Subhadatta, Varsha, Shivani, Shreyoshee and Arpita at
National Institute of Fashion Technology, Bhubaneswar.
 Page |5

Once the consumer steps into any of the Reebok stores, the staff in the store starts to engage the
customers diligently. They greet them with a smile and invite them to see the goods available in
the store. People in the Reebok outlets always make sure to keep the latest items in the stores, as
well as the most favorite ones. The salesperson informs the costumers about the good deals
provided by their store and how to get the maximum benefit out of it. Also the customers get to
know about the current promotions from the store members. If any required product is not
available, the staff explains the reason of unavailability of the product to the customer. Also they
try their best to inform the customer readily once the good arrives. Whether or not the customers
need any help with browsing the goods, they cannot help but be pleased with the attention that
has been given to them by the staff members of Reebok. The feeling of being welcomed and
being important to the store are the most basic needs a customer could demand. In all of the
reebok stores, the staff goes through soft skill training programs. Screening and qualifying of
new employees are critically done.

Moreover, their focus on customer preferences and strong investment in R&D for product
development has enabled them to stay ahead of the market and set the trend for the rest.

Reebok has revolutionized the concept of selling through their Online Purchase System. They
have an organized official web system to handle product distribution named Shop4reebok.
Besides this, they have merged with other sites to sell PureMove sports bra through the shopping
portals like Myntra, Jabong, Flipkart, Amazon etc.

Unlike the offline stores, when the user visits the homepage of the official website, they are
provided with an option to create an account on which they will be offered expedited shipping on
all orders, a 20% discount on the first order, an early access to new product releases and first
access to their membership programs. The personal data collected by the website is stored in
secure servers provided by third parties and strict precautions are taken in regard of the data’s
safety. The shipping is free and it takes up to 5-10 days for the product to get delivered after the
confirmation of the order which is notified to the customer through e-mail and SMS. One can
return the product within a period of 30 days after the product is received and for the refund,
normally it takes 3-5 business days but it can take up to 30 days for the refund to show from the
time you ship it back to them. The customer also receives a notification letting them know that
the package has been received by their warehouse. They accept COD and support all major
domestic and international credit cards, debit cards, e-wallets and net-banking.

People are also involved in the e-commerce website that is provided by Reebok. This includes
the people who bring the products to the customer through home delivery, who pick up the goods
from the customers in case of return. Customer services staff connect with the consumers and
query about any difficulties, take their feedback on the service provided by the organization. The
way in which a complaint is handled can cause a vital importance to the company. A customer
can be retained or lost improving or ruining the image and reputation of the company is

This case study is written by Sanskriti, Shristi, Subhadatta, Varsha, Shivani, Shreyoshee and Arpita at
National Institute of Fashion Technology, Bhubaneswar.
 Page |6

dependent upon the people in customer care. So Reebok has trained its staff in such a manner
that people continue to return to it because of their effective customer service.
One of the most important stakeholders of any company is its customers. Without customers the
company cannot survive so in almost all situations the customer needs have to come first. The
Reebok PureMove bra has gained rapid popularity in very less time.

The first thing they notice about the PureMove Bra is that the fabric is super sleek with a racer
back and perforation for extra breathability and resembles popular neoprene styles people see in
the windows of high-end active-wear boutiques. The customers also said that even at its current
price, it’s about half the cost of its luxury counterparts and have also acknowledged and
appreciated the huge size range of 10 sizes being provided to them by Reebok.

Reebok has almost spent 3 years developing its proprietary motion sense technology with sheer
thickening fluid, which changes its matter from liquid to comparatively stiffen solid with
increasing movement velocities. Acceptance of the bra in the market was as difficult as it was for
the bringing out of the innovation. To help consumers understand its offerings, Reebok has
embarked on a fidelity promotional campaign. The brand in general focuses on both offline and
online campaigns as a part of their promotional plan. To promote the product, the bra has been
showcased as “the last bra you will ever need” in its official website.

Apart from its official online portal, Reebok has used various social media platforms like
Facebook, Instagram, Youtube, Twitter to communicate with its target audience. Being as many
people do not know about the need for an advanced sports bra, they needed someone to represent
their image with similar objective in the market. And that’s why they tied up with many
celebrities like Gigi Hadid, Nathalie Emmanuel, Eesha Gupta and Huma Qureshi. Keeping in
line with the Reebok’s initial campaign ‘Be more human’, these celebrities have promoted the
product in Instagram with the hash tag #puremovebra, which soon came into trending in the
entire U.S. and India.

With the launch of the product, they launched a video on youtube featuring fitness models and
another one explaining the entire STF technology and the science behind building the product.
Reebok’s approach wanted the women to feel empowered to pursue sports and confident about
themselves, especially those who avoid workouts because of the breast issues. A sense of power
is ubiquitous through all its ads. Even the music serves the purpose by giving an inspiring tone
and thus compelling the customer to purchase its product. Also, to get an emotional connect with
the people, Dani Witek, Reebok's Senior Innovation Apparel Designer, itself got filmed in a
video staging the journey of the invention.

In addition to the celebrity endorsement, the company uses personal selling through sales
personnel who persuade target consumers to buy its products at retailers. It includes fashion and
fitness bloggers, local sports teams and organizations. Few fitness bloggers like Kristi Ridley,
Vyom Kapoor, Karissa Allen, Taylor Rae and Justyna Jarmula has been sponsored by Reebok to

This case study is written by Sanskriti, Shristi, Subhadatta, Varsha, Shivani, Shreyoshee and Arpita at
National Institute of Fashion Technology, Bhubaneswar.
 Page |7

review the pure move bra. As a part of their promotional campaign, the company has also
motivated people to visit the Reebok gym to put the bra into action. In a boot camp class, they
have been asked to jump the rope, do burpees, crunches and squats to get the feel of the
lightweight bra. Thus, with the launch of this spectacular product with the help of their in-house
team dedicated to technological innovation, Reebok continues to mature far beyond its roots as a
sneaker brand.

Challenges Ahead for PureMove

This is the first time any sports apparel brand has introduced the fusion of technology and
fashion within sports bra. Though Reebok has attained first mover advantage but still it needs to
attain sustainability in the fast growing market scenario. The company claims for right coverage,
right fit and right response for the product but it might not actually be right for everyone. Also,
the global competitors may come in the market with highly advanced technology to outsmart
Reebok’s PureMove bra. Thus, the question remains ‘Is the perfect bra actually perfect?’

This case study is written by Sanskriti, Shristi, Subhadatta, Varsha, Shivani, Shreyoshee and Arpita at
National Institute of Fashion Technology, Bhubaneswar.
 Page |8

Exhibit 1: Shareholder’s Structure

The executive
board of the
company is
comprised of six
members. Each
board member is
responsible for at
least one major
function within
the company.

Kasper Rorsted (chief executive officer): Kasper Rorsted was born in Aarhus,
Denmark, in 1962 and after studying Business Economics at the International Business School in
Copenhagen, he completed a series of Executive Programs at Harvard Business School. Kasper
Rorsted then gained valuable experience within the IT sector through various management
positions at Oracle, Compaq and Hewlett Packard. Three years after joining Henkel, he was
appointed Chief Executive Officer.

Roland Auschel (global sales): Roland Auschel was born in Bad Waldsee, Germany
and after obtaining his Bachelor’s degree in European Business Studies in Germany and the UK
as well as an MBA in the United States, he joined the Adidas team as a Strategic Planner in
1989. During his career with the company, he has held many senior management positions,
including Business Unit Manager, Key Account Manager Europe and Head of Region Europe,
Middle East and Africa. In 2009, he became Chief Sales Officer Multichannel Markets. In 2013,
Roland Auschel was appointed to the Executive Board, where he assumed responsibility for
Global Sales.
This case study is written by Sanskriti, Shristi, Subhadatta, Varsha, Shivani, Shreyoshee and Arpita at
National Institute of Fashion Technology, Bhubaneswar.
 Page |9

Eric Liedtke (global brands): Eric Liedtke, a US citizen, holds a Bachelor of Arts
degree in Journalism from the University of Wisconsin-Madison. He became Global Line
Manager in 1994 for Cross Training in Portland/Oregon. During his 20-year career, he has held
senior management positions of increasing responsibility at America, including Director of
Footwear Marketing and Vice President Brand Marketing. In 2006, Eric Liedtke moved to the
corporate headquarters in Herzogenaurach, Germany, to become Senior Vice President Global
Brand Marketing. Eric Liedtke has been Executive Board member since March 2014, responsible
for Global Brands (the Adidas and Reebok brands). In addition to his Executive Board position,
he is a passionate member of the Steering Committee of Parley for the Oceans.

Harm Ohlmeyer (Chief financial officer): Harm Ohlmeyer was born in 1968 in
Hoya, Germany, and is a German national. He holds a degree in Economics from Regensburg
University, Germany, as well as an MBA from Murray State University, USA. Harm Ohlmeyer
started his career in 1998 and gained extensive experience in the areas of Finance and Sales,
including responsibility as Senior Vice President Finance Taylor Made-Adidas Golf in Carlsbad,
USA, Senior Vice President Finance Brand and Senior Vice President Finance for Global Sales
(Adidas and Reebok). From 2011, he led the company’s e-commerce business, most recently as
Senior Vice President Digital Brand Commerce. From 2014 to 2016, he held additional
responsibility as Senior Vice President Sales Strategy and Excellence. Harm Ohlmeyer was
appointed to the Executive Board effective March 7, 2017 and became Chief Financial Officer
and Labor Director effective May 11, 2017.

Karen Parkin (global human resources): Karen Parkin was born in 1965, is a
British national and also holds a US passport. She obtained a Bachelor’s degree in Education
from Sheffield Hallam University, UK, and completed the Business Management Leadership
Program at Lancaster University Management School. Karen Parkin joined the company in 1997
as Sales Director in UK, where she subsequently was Business Development Director from 2003
to 2005. In 2005, she moved to America as Vice President Business Development, subsequently
taking on responsibility for the supply chain function in America in 2007 as Vice President
Logistics and Supply Chain North America. In 2013 and 2014, Karen Parkin acted as Senior
Vice President Global Supply Chain, based at the company’s headquarters in Herzogenaurach
and in Portland, Oregon. Since 2014, she has held the position of Chief HR Officer. Karen
Parkin was appointed to the Executive Board, responsible for Global Human Resources,
effective May 12, 2017.

This case study is written by Sanskriti, Shristi, Subhadatta, Varsha, Shivani, Shreyoshee and Arpita at
National Institute of Fashion Technology, Bhubaneswar.
 P a g e | 10

Gil Steyaert (global operations): Gil Steyaert was born in Belgium in 1962 and is a
French national. He holds a degree in Business from ISC Paris Business School. Gil Steyaert in
1999 became Joint Managing Director for France and has since worked in various local and
regional roles with increasing responsibility. From 2003 to 2013, he was Managing Director
North (UK, Ireland, Benelux and Scandinavia). Subsequently, he led Western Europe as
Managing Director. Gil Steyaert was appointed to the Executive Board effective May 12, 2017
and took over responsibility for Global Operations on August 5, 2017.

This case study is written by Sanskriti, Shristi, Subhadatta, Varsha, Shivani, Shreyoshee and Arpita at
National Institute of Fashion Technology, Bhubaneswar.
 P a g e | 11

This case study is written by Sanskriti, Shristi, Subhadatta, Varsha, Shivani, Shreyoshee and Arpita at
National Institute of Fashion Technology, Bhubaneswar.
 P a g e | 12

This case study is written by Sanskriti, Shristi, Subhadatta, Varsha, Shivani, Shreyoshee and Arpita at
National Institute of Fashion Technology, Bhubaneswar.
 P a g e | 13

According to latest ownership analysis conducted in January 2018, it is identified almost 100%
of the shares outstanding. Institutional investors represent the largest investor group, holding
87% of shares outstanding. Private investors and undisclosed holdings account for 10%. Lastly,
Adidas AG held 3% of the company’s shares as treasury shares.

In terms of geographical distribution, the North American market currently accounts for 40% of
institutional shareholdings, followed by the UK with 18%. Identified German institutional
investors hold 11% of shares outstanding. Belgium and France account for 9% and 6%,
respectively. 15% of institutional shareholders were identified in other regions of the world.

This case study is written by Sanskriti, Shristi, Subhadatta, Varsha, Shivani, Shreyoshee and Arpita at
National Institute of Fashion Technology, Bhubaneswar.
 P a g e | 14

TOP TEN OWNERS OF THE COMPANY

TOP TEN MUTUAL FUNDS HOLDING THE COMPANY

This case study is written by Sanskriti, Shristi, Subhadatta, Varsha, Shivani, Shreyoshee and Arpita at
National Institute of Fashion Technology, Bhubaneswar.
 P a g e | 15

EXHIBIT 2: PHYSICAL EVIDENCE

This case study is written by Sanskriti, Shristi, Subhadatta, Varsha, Shivani, Shreyoshee and Arpita at
National Institute of Fashion Technology, Bhubaneswar.
 P a g e | 16

Questions

1. Will such an elaborative range of sizes help Reebok to increase its customer base?
2. Is it wise for Reebok not to provide the customers with any inaugural discounts or offers
for such an innovative product?
3. Will the consumer be able to adapt the fusion of technology and fashion in sports
industry?
4. What do you think will be Reebok be able to sustain its first mover advantage over its
other competitors like Nike?
5. Should Reebok continue with its pricing strategy?

This case study is written by Sanskriti, Shristi, Subhadatta, Varsha, Shivani, Shreyoshee and Arpita at
National Institute of Fashion Technology, Bhubaneswar.