Reebok

Product Naming Naming Architecture
Naming Guidelines Naming Partnership
Name Audits

With dozens of new product and technology names launching every year, Reebok needed a systematic naming overhaul. Without a consistent namescape strategy, marketing teams were running into roadblocks getting names approved by leadership and the resulting namescape was not optimally channeling brand meaning. With a bold new brand positioning of “Be More Human” Reebok was ripe for a brand new namescape strategy, product names and guidelines.

THE REEBOK NAMESCAPE

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  When they hired us, Reebok had just established a beautifully clear brand positioning: “Be More Human” which ...
  When they hired us, Reebok had just established a beautifully clear brand positioning: “Be More Human” which stands to inspire people everywhere to be their absolute best – physically, mentally, and socially. Beautiful ad campaigns and digital assets already communicated this superbly, but product names did not.Furthermore, naming at Reebok had historically been a challenging internal task divided across different business units and lacking a clear process.   As an industry innovator with 15 new names for models and franchises each half year season, it became essential that product names strongly reflected brand positioning and the unique personality of each of their five business units to benefit both consumer understanding, internal efficiency and to help build long-lasting franchises. We partnered with Reebok on comprehensive namescape strategy development across five business units. After evaluating naming at Reebok, we created improved guidelines and helped to determine flow, roles and ownership of the naming process. The comprehensive naming handbook we developed guided old and new employees on every aspect of the naming journey from creative to strategic to legal. We created decision-trees and criteria to help determine when new names should be created or old ones maintained as well as how to navigate the naming landmines of technology add-on’s and extensions. Establishing brand-reinforcing naming themes for each business unit, we created a large volume of future product names for upcoming seasons.
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ONERACER

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The only running shoe you’ll need, the name OneRacer speaks to the singularly perfect design of this successful model.
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SOLESTEAD

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Literally translating to “a place for your sole”, the name Solestead creates a steady, comfortable base upon which to ...
Literally translating to “a place for your sole”, the name Solestead creates a steady, comfortable base upon which to build one of Reebok’s sleekest, luxuriously lightweight walking shoes.
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TRANZEN

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For a shoe designed for everyday walking, casual comfort and city wear, we thought Tranzen – speaking to peaceful travel ...
For a shoe designed for everyday walking, casual comfort and city wear, we thought Tranzen – speaking to peaceful travel – was a perfect fit.
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ESOTERRA

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  Combining Latin -terra meaning earth, with the Greek prefix Eso- meaning “within”, the name Esoterra alludes to ...
  Combining Latin -terra meaning earth, with the Greek prefix Eso- meaning “within”, the name Esoterra alludes to the earth connection and serenity one experiences in wearing this shoe on their everyday walks.    
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