Reebok is challenging its digital team to create the most innovative digital presence for a retail brand. They propose "Reefit", a fitness program and app built into Reebok shoes to personalize workouts and connect users. The app would track goals and connect to social features. It would generate sales by allowing shoes to be purchased through the app. The goal is to engage both active fitness users and newcomers through data and a social experience powered by the shoes and app.

1. Hi.Hi.We’re POKE.

2. 1/ your challenge to us
2/ having a “digital presence”
3/ unconventional wisdom
4/ questions?
agenda:

3. your challenge to us:
Create the most highly innovative digital presence
of any retail brand in the world.

4. your challenge to us:
Help people connect with us, our products and most
importantly one another via any platform or screen.

5. we heard:
We want a digital presence that fuels the lifestyles of Fitness
Fanatics, Fitness Sometimes, and the Unengaged, however
they’re looking to get fit.

6. digital presence
What exactly does having a digital presence
mean to the world of fitness and retail?

7. dailymile

8. run keeper

9. lose it!

10. google plus & gphangouts.com

11. micoach

12. fitbit

13. jawbone

14. withings

15. tesco

16. makerbot thing-o-matic

17. be your own souvenir

18. self expression once defined the digital fitness arena

19. self expression once defined the digital fitness arena

20. self expression once defined the digital fitness arena

21. today, more important things have taken priority

22. today, more important things have taken priority

23. today, more important things have taken priority

24. unconventional wisdom.

25. unconventional wisdom:
Today’s fitness enthusiasts and newbies are seeking innovative
technology that fuels their fitness lifestyle – whether they know it or not.

26. unconventional wisdom:
...and today’s fitness enthusiasts and newbies expect that technology to have
a direct connection to the achievement of their goals – whatever those are.

27. unconventional wisdom:
If Reebok is to become the brand for the fitness lifestyle, we have
to connect with enthusiasts and newbies where they’re getting fit.
And they won’t be doing that on a website.

28. it’s time to live here

29. Reefit
The first fitness program built for you that comes
with shoes built for you – from the inside out.

30. ‣ Personalized to support the fitness lifestyle of newbies and enthusiasts alike.
‣ Connects newbies and enthusiasts to Reebok and one another.
‣ Mobile brings Reebok into the act of getting fit, not just onto the screen.
how do you want to get Reefit?
Your goals. Your fitness. In your shoes.
And it all starts in the palm of your hand.

31. the app store is the new retail store
Generate attention and marketing buzz for our new digital
strategy by becoming the first brand to sell something in the
app store that isn’t just an app.

32. Reebok
Reefit ZigSlash
No Rating
Reebok
Reefit EasyTone
No Rating
Reebok
Reefit ZigFly
No Rating
Reebok
Reefit ZigPlus
No Rating
Reebok
Reefit ZigDynamic
No Rating
Reebok
Reefit RealFlex
No Rating
$140
$140
$140
$140
$140
$140
Reefit isn’t just an app

33. Reebok
Reefit ZigSlash
No Rating
Reebok
Reefit EasyTone
No Rating
Reebok
Reefit ZigFly
No Rating
Reebok
Reefit ZigPlus
No Rating
Reebok
Reefit ZigDynamic
No Rating
Reebok
Reefit RealFlex
No Rating
$140
$140
$140
$140
$140
$140
Reefit isn’t just an app

34. Reebok
Reefit ZigSlash
No Rating
Reebok
Reefit EasyTone
No Rating
Reebok
Reefit ZigFly
No Rating
Reebok
Reefit ZigPlus
No Rating
Reebok
Reefit ZigDynamic
No Rating
Reebok
Reefit RealFlex
No Rating
$140
$140
$140
$140
$140
$140
Reefit isn’t just an app
reebok

35. $140
Reefit RealFlex
Reebok Fitness
Welcome to Reefit, the first fitness experience
designed to fit your feet and your goals from the
inside out. From ensuring the proper fit with our
patented fitbeds to getting your trainers right to
your door – from planning your routine to making
sure you have a someone to commiserate with
when the going gets tough, Reefit is with you
every step of the way.
Think of your new Reefits as the perfect shoes
for you – with your fitness routine built right in.
Reefit isn’t just an app
REEBOK REALFLEX

36. REEBOK REALFLEX
RealFlex all all about natural movement.
REEBOK REALFLEX
RealFlex all all about natural movement.
Reefit isn’t just an app

37. REEBOK REALFLEX
RealFlex all all about natural movement.
REEBOK REALFLEX
RealFlex all all about natural movement.
REEBOK REALFLEX
RealFlex all all about natural movement.
Reefit isn’t just an app

38. REEBOK REALFLEX
RealFlex all all about natural movement.
REEBOK REALFLEX
RealFlex all all about natural movement.
REEBOK REALFLEX
RealFlex all all about natural movement.
REEBOK REALFLEX
RealFlex all all about natural movement.
Reefit isn’t just an app

39. REEBOK REALFLEX
RealFlex all all about natural movement.
REEBOK REALFLEX
RealFlex all all about natural movement.
REEBOK REALFLEX
RealFlex all all about natural movement.
REEBOK REALFLEX
RealFlex all all about natural movement.
Reefit isn’t just an app

40. REEBOK REALFLEX
RealFlex all all about natural movement.
REEBOK REALFLEX
RealFlex all all about natural movement.
REEBOK REALFLEX
RealFlex all all about natural movement.
REEBOK REALFLEX
RealFlex all all about natural movement.
Reefit isn’t just an app

41. REEBOK REALFLEX
RealFlex all all about natural movement.
REEBOK REALFLEX
RealFlex all all about natural movement.
REEBOK REALFLEX
RealFlex all all about natural movement.
Reefit isn’t just an app

42. Reefit isn’t just an app

43. Reefit isn’t just an app

44. turn your Reeboks into “Me-boks”
Every pair of Reefit shoes is designed for your foot (and only your
foot). After all, how can you get Reefit if you don’t have a great fit?

45. turn your Reeboks into “Me-boks”
THANKS FOR YOUR ORDER.
Your custom fitbed molds are on their way.
You have 12 hours remaining to return your Reefit RealFlex.
FITBEDS GOAL TRACK

46. turn your Reeboks into “Me-boks”

47. turn your Reeboks into “Me-boks”
Your custom fitbeds
have arrived at:
11 Harrison St., NY NY 10013
Reebok Reefit

48. turn your Reeboks into “Me-boks”
You’re ready to mold your custom fitbeds.
It’s really simple, but we’ve created this walk-
through so you’re sure they come out perfect.
Have a question?: GIVE US A SHOUT
FITBEDS CRAFT GOALFITBEDS GOAL TRACK
TIME TO Reefit: 7 Days 13 Hours

49. turn your Reeboks into “Me-boks”
You’re ready to mold your custom fitbeds.
It’s really simple, but we’ve created this walk-
through so you’re sure they come out perfect.
Have a question?: GIVE US A SHOUT
FITBEDS CRAFT GOALFITBEDS GOAL TRACK
TIME TO Reefit: 7 Days 13 Hours

50. turn your Reeboks into “Me-boks”
need image describing
“send your shoes back
here”
Once you’re finished, retun your fitbeds to:
ONCE YOU’RE FINISHED SEND YOUR FITBEDS TO:
Reebok
1185 Avenue of the Americas #3,
New York, NY. 10013
FITBEDS CRAFT GOALGOAL TRACK
REPLAY VIDEO
FITBEDS
ONCE YOU’RE FINISHED, PUT YOUR FITBEDS
IN THE SUPPLIED BOX AND DROP THEM IN
THE MAIL. WE’LL TAKE CARE OF THE REST.
TIME TO Reefit: 6 Days 9 Hours

51. Reebok Reefit
how do you want to get Reefit?

52. Reebok Reefit
We received your custom-molded
fitbeds. A designer will begin
crafting your shoes shortly.
Reebok Reefit
how do you want to get Reefit?

53. You bought the Reefit RealFlex.
Tell us about how you’re going to use them.
OK, TELL US YOUR GOAL
(Don’t worry you can always change this later)
WHAT’S YOUR REEFIT?
NEXT
how do you want to get Reefit?
FITBEDS GOAL TRACK
TIME TO Reefit: 4 Days 3 Hours

54. how do you want to get Reefit?
You bought the Reefit RealFlex.
Tell us about how you’re going to use them.
OK, TELL US YOUR GOAL
(Don’t worry you can always change this later)
NEXT
CROSS TRAINING
RUNNING
TENNIS
BASKETBALL
WALKING
WHAT’S YOUR REEFIT?
FITBEDS GOAL TRACK
TIME TO Reefit: 4 Days 3 Hours

55. You bought the Reefit RealFlex.
Tell us about how you’re going to use them.
OK, TELL US YOUR GOAL
(Don’t worry you can always change this later)
CROSS TRAINING
NEXT
how do you want to get Reefit?
FITBEDS GOAL TRACK
TIME TO Reefit: 4 Days 3 Hours

56. how do you want to get Reefit?
You bought the Reefit RealFlex.
Tell us about how you’re going to use them.
(Don’t worry you can always change this later)
CROSS TRAINING
NEXT
TO LOSE WEIGHT
TO STAY FIT
TO TRAIN FOR A SPORT
TO INCREASE LEAN MUSCLE MASS
OK, TELL US YOUR GOAL
FITBEDS GOAL TRACK

57. You bought the Reefit RealFlex.
Tell us about how you’re going to use them.
TO LOSE WEIGHT
(Don’t worry you can always change this later)
CROSS TRAINING
NEXT
how do you want to get Reefit?
FITBEDS GOAL TRACK
TIME TO Reefit: 4 Days 3 Hours

58. ARE YOU MALE OR FEMALE?
NEXT
WHAT DO YOU WEIGHT NOW?
BACK
So you want to lose weight.
We just have a couple of questions:
WHAT’S YOUR GOAL WEIGHT?
how do you want to get Reefit?
FITBEDS GOAL TRACK
TIME TO Reefit: 4 Days 3 Hours

59. MALE
190 LBS
So you want to lose weight.
We just have a couple of questions:
180 LBS
how do you want to get Reefit?
FITBEDS GOAL TRACK
NEXTBACK
TIME TO Reefit: 4 Days 3 Hours

60. how do you want to get Reefit?
FITBEDS GOAL TRACK
Connect to Facebok
Connect to Twitter
Connect to Google+
CONNECT
Your Google+ email address
CONNECT
CONNECT
Last thing to do. Get the most
out of Reefit by connecting.
TIME TO Reefit: 4 Days 3 Hours

61. keep track of your Reefit goal
You’re never without your mobile. And now, you’re
always tracking your Reefit goal as well.

62. this made fitness social and data-driven...

63. so did this...

64. ...why can’t this do the same – no matter where you are?

65. keep track of your Reefit goal

66. keep track of your Reefit goal
Reebok Reefit
Your Reefit RealFlex
have been delivered.
Time to get out there!

67. Your RealFLEX Reefits have
been delivered.
Reebok Reefit
START TRAINING
Your Reefit shoes have been delivered,
your app is ready to track your goal.
Switch on your Reefit app every time
you’re out, and we’ll take care of the
rest. Good luck!
Welcome back, Danny
Your Goal:
GOAL PROGRESS Teamfit
keep track of your Reefit goal
JOIN A Teamfit

68. GOAL PROGRESS Teamfit
keep track of your Reefit goal

69. GOAL PROGRESS Teamfit
keep track of your Reefit goal

70. GOAL PROGRESS Teamfit
keep track of your Reefit goal

71. GOAL PROGRESS Teamfit
keep track of your Reefit goal

72. keep track of your Reefit goal
Teamfit SPIN
WITH ALICE JONES 23:36
DONE
powered by gpworkouts.com

73. keep track of your Reefit goal
TRAIN LIKE A PRO
Teamfit SPIN
WITH ALICE JONES 23:36
Teamfit SPIN
WITH ALICE JONES 23:36
DONE
DONE
powered by gpworkouts.com
powered by gpworkouts.com

74. GOAL PROGRESS Teamfit
YOUR FRIENDSGROUP WORKOUTS
Anyone want to do a 30min Spin Workout?
RYAN HURLEY:
13 MINUTES AGO ONLINE NOW
JOIN
I’VE LOST MY FIRST 10LBS! FEELS GOOD
SARA FRAGATTA:
Need to get motivated to run home tonight.
Very tempted to get the subway instead!
#ReeFit
WHITNEY ANDREWS:
get Reefit with me

75. GOAL PROGRESS Teamfit
YOUR FRIENDSGROUP WORKOUTS
21 JULY 2011
AT 3PM
JOIN
JOIN
JOIN
Teamfit SPIN WITH RYAN HURLEY
25 JULY 2011
Teamfit YOGA
29 JULY 2011
AT 6:30 PM
Teamfit SPINNING WITH ALICE J
AT 6:30PM
get Reefit with me

76. get Reefit with me
21 JULY 2011
AT 3 PM
GROUP SPIN WITH ALICE HURLEY
25 JULY 2011
AT 6:30 PM
GROUP YOGA
26 JULY 2011
AT 3 PM
GROUP SPINNING
JOIN
JOIN
JOIN
28 JULY 2011
WELCOME TO GPWORKOUTS.COM powered by

77. get Reefit with me

78. keep track of your Reefit goal
GOAL PROGRESS Teamfit

79. keep track of your Reefit goal
GOAL PROGRESS Teamfit

80. keep track of your Reefit goal
GOAL PROGRESS Teamfit

81. get Reefit on the big screen
You can track your goal on the small screen while you’re out and
about, but checking at home is just easier on the big screen...

82. get Reefit on the big screen

83. newbies can get Reefit too
Data is compelling. Through Reefit, Reebok now has access to
copious amounts of data to analyze, to encourage newbies,
and to power an engaging site experience.

84. TODAY ON REEFIT CONVERSATION
EVERYTHING YOU NEED TO MAKE
SURE YOU HIT YOUR REEFIT
GOAL, AND ALL IN ONE PLACE.
REEFIT WITH TIERRY
TRAIN LIKE A PRO
THE REEFIT APP
newbies can get Reefit too
TRAIN LIKE A PRO
TODAY ON REEFIT CONVERSATION
REEFIT WITH TIERRY
EVERYTHING YOU NEED TO MAKE
SURE YOU HIT YOUR REEFIT GOAL,
AND ALL IN ONE PLACE.
THE REEFIT APP

85. TODAY ON REEFIT CONVERSATION
EVERYTHING YOU NEED TO MAKE
SURE YOU HIT YOUR REEFIT
GOAL, AND ALL IN ONE PLACE.
REEFIT WITH TIERRY
TRAIN LIKE A PRO
THE REEFIT APP
newbies can get Reefit too
TRAIN LIKE A PRO
TODAY ON REEFIT CONVERSATION
REEFIT WITH TIERRY
EVERYTHING YOU NEED TO MAKE
SURE YOU HIT YOUR REEFIT GOAL,
AND ALL IN ONE PLACE.
THE REEFIT APP

86. questions?