Reebok Work Share
A streamlined copy system irons out process kinks and eliminates costly mistakes
Services
Product Copy Creation
Founded in 1895, Reebok shot to cultural prominence in the ’80s after debuting the Freestyle, one of the world’s first athletic shoes for women. The brand reached out to Thread with three goals: improve on-time delivery, increase accuracy, and establish trust in the content being delivered. For years the brand struggled with missed copy deadlines, inconsistent features and benefits, and time and cost lost with in-house lawyers reviewing content for potential legal claims.
Building a copy creation system began by establishing a single point of contact for Reebok’s many product managers. A calendar of seasonal briefings reduced the time, work and energy the Reebok team spent providing product information. Meanwhile, Thread created a copy playbook to bring unity and consistency to technology claims, product benefit descriptions and voice direction across the brand.
From seasonal briefings to copy creation, editing, proofing and client review, the streamlined copy engine Thread implemented saved the Reebok product managers time and effort while preventing costly mistakes. And even with a change in company ownership in 2021, Reebok’s ecommerce copy continued to run like a well-oiled machine.
product copy example
COMPETITION-READY TRAINING SHOES CREATED WITH RICH FRONING
On the competition floor, every second counts. Designed in collaboration with Rich Froning, these Reebok training shoes have been stripped down like a high-performance race car to deliver the lightest possible game-day shoe. The breathable mesh upper is perforated to reduce weight. Floatride Energy Foam provides lightweight cushioning with extra spring in the forefoot.
ROPEPRO+ edges on the outsole help secure your grip on rope climbs.
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AN ALLEN IVERSON GRAPHIC TEE, PART OF REEBOK’S [REE]CYCLED COLLECTION
Loyalty is a word that’s resonated with Allen Iverson throughout his entire career. It could be loyalty to his teammates, friends or roots — he’s always remained unapologetically himself no matter the circumstance. The Chinese symbol for loyalty on this Reebok t-shirt pays homage to his inimitable style.
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A T-SHIRT CREATED WITH HOOPS STAR ANGEL REESE
Her nails are pink and her eyelashes are long, but make no mistake: Angel Reese came to play. Designed in partnership with the college basketball phenom, this Reebok t-shirt features one of the star’s most famous quotes on the front and back. The all-cotton build has a soft, broken-in feel.
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MIRRORED SHOES DESIGNED IN COLLABORATION WITH DIME
Known for its underground videos, renegade Montreal company Dime brings its skate-inspired aesthetic to these bold Reebok CLUB C BULC Shoes. These sneakers go big, from the blown-out metallic-silver upper to the fat laces and extra-stuffed tongue.