Marketing the Rainbow

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Reebok International Limited (est. 1958) is an Anglo-American footwear and clothing company that has been a subsidiary of German sporting goods giant adidas since 2005. Reebok produces and distributes fitness, running and CrossFit sportswear including clothing and footwear. It is the official footwear and apparel sponsor for Ultimate Fighting Championship (UFC), CrossFit, and Spartan Race.

The company has an Employee Resource Group called Colorful Soles, for its LGBT+ employees. Matt Wyman, co-chair of Colorful Soles (Boston): “It’s not about making Reebok look good; it’s about making myself and others like me feel comfortable in this space.

Parent company adidas has received a 100% score from the Human Rights Campaign.

This article was last updated Dec 30, 2020

It took the brand a long time to join their fellow sports brands in releasing a Pride capsule. It was not until 2019 that they dropped a Pride Pack. It contained three classic silhouettes - the Club C, Classic Leather and Freestyle Hi - in a clean white colorway accompanied by rainbow-colored detailing. A rainbow Pride flag replaced the usual Reebok flag by the logo, as well as rainbow thread stitching throughout the sneakers. A portion of the proceeds from the pack was donated to Fenway Health, a Boston-based health center dedicated to improving the lives and wellbeing of the LGBTQ community.

Pride 2020: “All Types Of Love” Collection

From collaborations to general releases, Reebok put a lot of attention on their Spring/Summer ’20 collections in spite of COVID-19. For Pride Month the brand pivoted its attention over to vibrant, pastel colorways of some of their most classic silhouettes. The “All Types of Love” capsule and its accompanying “Proud Notes” campaign tells the story of LGBTQ+ community activists and influencers Twiggy, Dylan, Nali, Wazina, and June against the backdrop of commemorative apparel and footwear.

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The beginning: 2019 Pride collection

Case Study: Reebok

branche: Fashion