Reebok Easytone Trainer: Introduction
The following report will aim to study the Reebok EasyTone sports shoe. The Reebok
EasyTone trainer is a product from the Reetone collection of trainers, made originally for
women. The sole of the shoe has used innovative design, the purpose of the trainer is to
tone and strengthen muscles in your leg. The design of the sole is responsible for this with
the use of balance balls on the front and back of the foot; the moving air within the balance
balls creates micro instability working the muscles, toning the leg and buttock. The benefits
of the EasyTone trainer are to work key muscles in your leg more than a traditional pair of
sports shoe giving the consumer a more effective result after working out. The target
consumer for the easytone trainer are women aged 18- 45 with busy lifestyles. The
easytone shoe is designed for walking and the idea is the shoe can fit around one’s lifestyle.
However there is now a small collection of male easytone shoes, expanding the market.
The EasyTone trainer is a product from large sports brand Reebok and is manufactured in
China. The EasyTone shoe retails from £65.00 to £90.00. Reebok is part of the Adidas Group
which brands include Adidas, Reebok and Taylor Made. The Adidas Group has a market
share within sports footwear of 28% globally following second to competitor Nike’s 34%.
(businessweek.com) Reebok sell a variety of sportswear from apparel to footwear to
equipment. Reebok brings in 16% revenue to the Adidas group and footwear brings in 45%
of the Adidas Groups net sales. (adidas-group.com) Since being bought by the Adidas Group
in 2005, Reebok have rebranded themselves back to being an innovative and creative sports
brand such as they were in the 1980’s where the extremely successful Reebok aerobic shoe
‘The Freestyle’ was designed specifically and for women. This changed the way for women's
fitness much the same as the EasyTone trainer is doing today and will continue to do.
(corporate.reebok.com)
The UK Market
Market Value
The UK market has seen an increase and decline of sports products sales over the last
decade.
The market value was worth:
 £4.3 billion in 2009
 33.5% £1.4 billion on footwear.
(SICR)
£10billion was spent on sports in the UK (keynote.com, 2010) this however includes sports
footwear, apparel, equipment and watching sport live. The recession impacted on the
sports industry and established a culture of discounting; however with the 2010 World Cup,
2012 London Olympics and the Commonwealth games, this has caused a rising interest in
sport. Mintel (2010) noted that due to sports fashion being popular that sales will have an
1
annual growth of 4-6% as the economic conditions improve. The market is predicted to
reach the £6 billion mark in 2013. (Mintel, 2010) The 2012 Olympics has begun to promote
an active lifestyle with more Britons playing sport. Mintel stated that young people are
turning away from mainstream sports fashion which suggests that there is now more a
demand for high performance sports products.
Mintel (2010) reported that gender and age influence the level of spending and that young
men are more likely to spend more due to a keener interest in branded sportswear.
Although figure 1 (appendix pg 1) shows that 52% of women do exercise at least once a
week just under the 57.3% of men, and that people in the socio – group AB are the highest
with 63.9%. This suggests that people from socio- group AB who are more likely to have
disposable incomes have a high interest in sport and therefore would be interested in
purchasing sports products.
Sports Footwear
There is a rising interest in sports footwear whereas there is a decline in interest in sports
apparel. Mintel (2009) noted that there is a rise in people participating in sports activities
and exercise and that this has created an “opportunity for retailers to sell their products as
part of a healthy lifestyle” (Mintel 2010a) It has also been stated that consumers have not
spent money on trainers but are spending on specialist types of footwear such as walking
boots and football boots. (Mintel, 2010) this suggests that products such as the Reetone
collection are expected to outperform more fashion based Reebok collections. During the
recession sports footwear was able to maintain its place in the footwear market, trainers
accounting for 28% of spending. (Mintel, 2009)
Figure 2 (appendix page 1) Shows that from 2005 -2009 there has been an increase in
purchasing sports footwear by 5.3%. Mintel reported that due to fashion led nature of the
sports market footwear and apparel dominates the market, whereas equipment declined by
12% year-on-year in 2009. (Mintel 2010) Figure 3 shows that 52% of consumers still
purchase sports shoes.
Key Players in the Market
The two global leaders in the sports market:


Adidas Group
Nike
2
Figure
Figure31
Key Players on the UK High Street
The key players in the UK on the High Street:



JD Sports
JJB Sports
Blacks
(Keynote, 2008)
Easytone products are stocked in both JJB Sports and JD Sports. Mintel (2010 b) reported
that the high street retailer chains “become more prominent at higher levels of spend” and
that JD Sports consumers are more likely to spend +£250 per year on sports products. This is
due to the fact JD Sports is seen as a specialist both in performance and fashion segments of
the sports market and therefore attract high spending consumers.
Competitors
The main competitors to the Easytone trainer are:
Brand
New Balance
Sketchers
MBT (Masai Barefoot technology)
Product
True Balance
Shape Up’s
All products
The competitors shown above are both in the sports and casual wear markets. The ‘True
Balance’ trainer from New Balance is a main competitor due to it being categorised as a
sports shoe like Reebok’s Easytone trainer. However the Sketchers ‘Shape up’s’ and MBT
products are casual wear. They are also competing due to the fact the Easytone trainer is
designed for primarily for walking. There are other products in the Reetone family such as
the Reegym and Runtone which are designed for other specific activities. All products have a
similar concept of creating instability and have the similar results, which are better posture
and toning of the leg.
3
Technological developments
The main features of a sports shoe:



Enhance performance
Protection from injury
Comfort
The Easytone trainer is a well developed product. The body of the shoe is made from
synthetic lightweight mesh allowing breathability. The shoe is designed for a woman’s foot
and uses Smooth Fit seamless design which reduced irritation and rubbing. Furthermore
there is a removable antibacterial sock liner. Mintel has reported that the next innovation
of technology in sports goods is not in textiles but in electronics.
The Nintendo Wii has been successful in changing the way people look at sports brining
training aids to the high street. “Augmented reality applications and virtual training systems
that combine articulated exercise equipment with video game environments are two areas
of development in the former category.” (Mintel 2010 c) This suggests there could be
development in combining game consoles with specific products such as performance
trainers.
Many football boots use lightweight cushioning for optimal fit and comfort. Visco-elastic
polyurethane foam known as memory foam is a form of polyurethane which has high
density and viscosity. Adidas use EVA insoles in their football boots this is a type of foam
that moulds to the foot creating maximum comfort. This could be used in other
performance trainers such as the Reetone range for comfort.
Competitor Nike have created a ‘Nike+ Stand Alone Sensor Kit’ it is a chip which is placed
under the insole of a Nike+ ready shoe. The chip monitors performance by concentrating on
time, distance and calories burnt. (Nike 2010) It is to be used with either Nike + iPod sport
kit, iPod touch, i-Phones or Nike+ Sport Band. The information is sent to one of the sources
such as an i-phone with wireless technology. This form of information is extremely useful for
consumers to track their performance and gives extra value to products. New technological
advances can encourage upgrade buying.
4
Intellectual property protection
Intellectual property protection covers the following:




Patent
Copyright
Trade
Registered Design
A patent protect features and process of an invention. It covers the function, operation and
construction of a method or a product. Reebok have a patent of the Easytone trainer.
(appendix page ) The reason Reebok has a patent the Easytone product is so that
competitors cannot copy their design. It allows Reebok to have a unique product that can
differentiate itself from competitors.
A trade mark can be either logos or brand names that distinguish a product or service in the
market place. A trade mark must be renewed every ten years and costs £200. Reebok have
trade marked their name, the reason so that others cannot use their name. Reebok is a seen
as a specialist’s sports brand of quality and performance. “The company says its Adidas and
Reebok brands will take clearer positions in the marketplace, with Adidas targeted at
competitive sports, while Reebok will be a fitness and training brand.” (Mintel 2009) A trade
mark enables that other companies cannot use their brand name for their own purposes.
Trade mark No. 1235529
Reebok have trade marked their name on class
25 list of goods and services.
Trade mark No.E7185457 The Easytone name has been trade marked on
class 25 list of goods and services.
Trade mark No. E9109711 The Easytone name has been trade marked on
the following classes in addition to class 25,
Class 03, 28 and 41 list of goods and services.
Appendix pg 4
Appendix pg
Appendix pg
Improvement Recommendations
Recommendation
Reason / Benefit
Install a Pedometer. A new improvement for the Easytone trainer would be to install a
pedometer. The pedometer is an apparatus that counts each step
taken and therefore tells you how many miles you have travelled and
could also inform the user how many calories have been burnt. A
study for the American Medical Association noted that people who
use pedometers have a, “significant increases in physical activity and
significant decreases in body mass index and blood pressure”
Bravata. D (2007). Pedometers come in a variety of forms but most
commonly in a watch; however it could be incorporated in to the sole
of the trainer, so it is always with the consumer. The benefit of
installing this technology would allow the consumer to be more
5
aware of their fitness level and be able to see how many calories
have been burned. Mintel states that new development is not in new
fabrics but in using electronics and technology to create better
products; “The next wave of technological innovation in sports goods
is expected to come not in textiles and materials but in electronics”
(Mintel 2010 d) Reebok is seen to be an innovative sports brand
introducing many fitness products over the past two decades
including the Reetone collection and the workout shoe ‘The
Freestyle’ as mentioned in the introduction. However Mintel also
stated in ‘Sports Goods Retailing, 2010’ that the use of technological
innovations in mainstream sports products remains in the distant
future. But by slowly introducing a basic function such as the
pedometer this would reduce the risk of alienating consumers that
are not ready for huge technological changes.
The Reebok Vector An improvement for the Easytone trainer is to have the Reebok
Logo to be Visible at vector logo which is positioned on the outer side of the shoe, to be
Night.
visible at night. There are two benefits for this idea; the first being
safety, when walking at night or in the winter season when it gets
dark earlier. By applying a retroreflective stripes on the vector logo it
allows the consumer to be more visible. The second benefit is that
bringing more attention to the vector logo and would create more of
a brand awareness and recognition. “Branding is important for both
function (participants seek the correct `performance' items) and
fashion in sportswear.” (keynote 2008) Market leaders Nike and
Adidas have begun to open their own retail and concept stores
across the UK. Mintel 2010 stated this could be for the purpose of
brand and product awareness. Both competitors have strong brand
images with Reebok following behind. Having a more noticeable logo
could increase Reebok’s brand recognition.
Aesthetics.
The Easytone trainer is designed for walking primarily, due to this the
design of the shoe could be more fashion forward. The other trainers
in the Reetone collection Runtone and Gymtone are designed for
higher performance sports. Whereas the Easytone as the name
suggests is more relaxed, “sport and fashion are becoming one
through partnerships ... encourages innovations in textile design.”
(Gale and Kaur 2004.) Gale and Kaur in addition noted that products
which are aesthetical and functional can be used as a marketing tool
to spread the brand into untapped audiences. The design of the
Easytone could be altered by making the shoe look less like a
performance trainer and moving towards an urban fashion trainer.
The recession has had an impact on spending patterns and that
“trade opinion suggests that a more ingrained national habit of using
the same pair of trainers to play tennis, mow the lawn and go to the
pub in is the bigger long term barrier to upping annual spend.”
(Mintel 2010 e)
6
Use Recycled
Components to
Differentiate the
Easytone trainer
from Competitors.
Producing a new product from recycled trainer parts can be
considered a value adding activity for Reebok to become more
environmentally friendly company. Mintel found that women are
more interested in ethical products. (appendix page 2) Furthermore
it was noted that awareness is one of the main implements, this
suggests that Reebok could promote a potential new eco friendly
easytone trainer which would also add to their brand image as being
green as well as for innovative products. Competitor Nike have put in
place the ‘Reuse-A-Shoe’ programme which has been set up to
recycle trainers, the parts being used for tarmac and Astroturf.
Furthermore Nike stated ‘We aim to have 100% of Nike footwear
meet baseline considered standards by 2011. Achievement of these
goals would mean waste in Nike’s supply chain will be reduced by
17% and the use of environmentally preferred materials will be
increased by 20%.’(www.nikebiz.com)
Reebok could use recycled components to give the easytone a
further unique selling point. For example use scrap material to
construct laces and reduce waste of material. The easytone could be
a high performance trainer as well as being more environmentally
friendly differentiating it from specific competitors MBT, Sketchers
and New Balance.
Customisation of
Performance.
“The outdoor sports chain sees this service developing across more
sectors as more products are designed to be adaptable to individual
needs.” (Mintel,2010 f) The Reebok website allows the customer to
customise their Easytone product with the use of choosing different
colour combinations on the main body of the shoe, top, back and
sole. Many other sport brands have the option to customise the
design of their footwear products such as Nike ID. Therefore one
feature Reebok could introduce to differentiate their product from
competitors is to customise the performance properties.
Memory foam
insole to create
more comfort and
possibly enhance
the instability thing.
Memory foam insole would benefit to create maximum comfort to
the consumer. One problem that could occur could be the price of
the overall product as memory foam is quite expensive. However
consumers are predicted to buy specialist products due to a higher
interest in sport because of the 2012 Olympics. Furthermore “big
spenders head for specialists” (Mintel 2010 g) this suggests that
people are willing to spend more on branded sports products that
have a higher performance.
Combine the
Easytone with
Gymtone.
An improvement that could be made is to combine the Easytone and
Gymtone product into one product. Both have a similar sole design
with the use of two balance pods one on the heel of the shoe and
one on the front of the sole. This product would appeal to women
who regularly walk and attend classes at the gym. The shoe would
appeal as there could be less confusion of which product to buy.
7
Communicate the
Reebok brand
through new
Channels.
Combining the two designs would benefit the consumer to gaining
the best possible results. Mintel 2010 report ‘Sports Good Retailing’
noted that individual sports such as aerobics and keep fit are
increasing therefore suggesting that a combined product would
benefit the target market.
Reebok could benefit by selling the Easytone range in Health Clubs
such as Virgin Active and David Lloyds the two market leaders
(Mintel). Furthermore the combined Easytone and Gymtone design
proposal (see section above) could thrive by being sold in this
environment. “Consumers seem to be losing interest in sports
clothing, but footwear interest is growing. Research for Mintel shows
participation in exercise is growing, creating an opportunity for
retailers to sell their products as part of a healthy lifestyle.” (Mintel
2009) This would give Reebok more channels of communication to
the consumer and could promote to potential new customers.
As the Easytone shoe is a primarily a walking trainer it could appeal
to a different segment of the market. Reebok have designed an
Easytone boot which has support around the ankle which could
appeal to a more mature target market. JJb Sports, JD Sports and
Blacks are the key players on the high street in the sports market.
Mintel 2010. The easytone is sold in both JJB sports and JD Sports;
however the product is not yet sold in Blacks. The Easytone ‘Passion
Black’ boot would be the right product to fit in amongst Blacks other
products which include a large range of walking boots. The benefit of
selling in Blacks would be to push the Reebok brand into a different
sector of the sports market and aim at a new demographic.
Produce a Limited
Edition Easytone
trainer.
Mintel (2010) noted that the 2012 Olympics is creating an interest in
sports and has given the opportunity for sports retailers and brands
to create limited edition Olympic products. Reebok is seen as a
trusted high performance sports brand and it could be recognised
that the Olympics would want to be promoted on their products. The
benefits of incorporating the Olympics into a product is that it
creates interest and by creating a limited edition version for Easytone
benefits the consumer as they have a unique product.
Exercise DVD to
accompany the
Easytone trainer
when bought.
A recommendation for the Easytone product is to offer more service
with the product. For example it could be beneficial to offer a fitness
DVD to accompany the product when bought. This could assist the
customer in their training and offer them results. The Nitendo Wii fit
has managed to bring “hi-tech training aids to the high street.”
(Mintel 2010 h) There has been a rise in virtual training systems
which shows development in this area for the future. However by
offering a DVD Reebok are not aliantiing consumers as DVD’s are
more accessible than games consoles. Adidas Group will be launching
an i-phone application; this idea could be used also to update
consumers with new exercises giving them more service.
8
Word count 3228
References
Bloomberg Business week 2010, Adidas world cup shutout. [online] Available at:
<http://www.businessweek.com/magazine/content/06_14/b3978079.htm> [6th October
2010]
Adidas Group 2010. Financial Review.[online] Income statement, Adidas Group. Available at:
<http://adidas-group.corporate-publications.com/2009/gb/en/financial-review/groupbusiness-performance/income-statement.html?start=1> [4th October 2010]
Reebok 2010, History of Reebok [online] History, Reebok. Available at:
<http://corporate.reebok.com/en/reebok_history/default.asp> [5th October 2010]
(SICR) Mintel (2010) Market Size, Segmentation and Forecast, Sports Goods Retailing –UKMay 2010, [online] Available from:
<http://academic.mintel.com/sinatra/oxygen_academic/my_reports/display/id=480804&an
chor=atom#atom0> [16th October 2010]
Mintel (2010 a) Market Size Sports Goods Retailing –UK- May 2010, [online] Available from:
<http://academic.mintel.com/sinatra/oxygen_academic/my_reports/display/id=480804&an
chor=atom#atom0> [17th October 2010]
Mintel(2010 b) How much do we spend, Sports Goods Retailing –UK- May 2010, [online]
Available from:
<http://academic.mintel.com/sinatra/oxygen_academic/my_reports/display/id=480804&an
chor=atom#atom0> [16th October 2010]
Mintel (2010 c) Who’s Innovating, Sports Goods Retailing –UK- May 2010, [online] Available
from:
<http://academic.mintel.com/sinatra/oxygen_academic/my_reports/display/id=480804&an
chor=atom#atom0> [1st November 2010]
Mintel (2009) Sports Goods Retailing –UK 2009, [online] Available from: <
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=3
94601/display/id=479650?select_section=394601> [6th November 2010]
Dena M. Bravata, MD, MS (November 21, 2007). "Using Pedometers to Increase Physical
Activity and Improve Health". The Journal of the American Medical Association 298 (19):
[online] Available from: < http://jama.amaassn.org/cgi/content/short/298/19/2296.>
9
Mintel (2010 d) Who’s Innovating, Sports Goods Retailing –UK- May 2010, [online] Available
from:
<http://academic.mintel.com/sinatra/oxygen_academic/my_reports/display/id=480804&an
chor=atom#atom0> [5st November 2010]
Keynote (2008). Sports Clothing and Footwear Market Report [online] Available from:
<http://www.keynote.co.uk/market-intelligence/view/product/2361/sportsmarket?utm_source=kn.reports.related> [5th November 2010]
Gale and Kaur (2004). ‘Cultural roles’ in Fashion and textiles an overview. BERG, New York,
pp 82
Mintel (2010 e) Sports Goods Retailing –UK- May 2010, [online] Available from:
<http://academic.mintel.com/sinatra/oxygen_academic/my_reports/display/id=480804&an
chor=atom#atom0> [5st November 2010]
Mintel (2010 f) Who’s Innovating, Sports Goods Retailing –UK- May 2010, [online] Available
from:
<http://academic.mintel.com/sinatra/oxygen_academic/my_reports/display/id=480804&an
chor=atom#atom0> [11st November 2010]
Mintel (2010 g) How much do we spend, Sports Goods Retailing –UK- May 2010, [online]
Available from:
<http://academic.mintel.com/sinatra/oxygen_academic/my_reports/display/id=480804&an
chor=atom#atom0> [5st November 2010]
Mintel (2009) Sports Goods Retailing –UK- 2009, [online] Available from:
<http://academic.mintel.com/sinatra/oxygen_academic/my_reports/display/id=480804&an
chor=atom#atom0> [28st October 2010]
Mintel (2010 h) Who’s Innovating, Sports Goods Retailing –UK- May 2010, [online] Available
from:
<http://academic.mintel.com/sinatra/oxygen_academic/my_reports/display/id=480804&an
chor=atom#atom0> [16th October 2010]
10
Bibliography
http://adidas-group.com
http://corporate.reebok.com
http://oxygen.mintel.com/
http://reebokeasytone.onsugar.com/Overview-EasyTone-Technology-2923758&usg
http://shop.adidas.co.uk
http://store.nike.com
http://www.newbalance.co.uk/Product
http://www.uk.skechers.com/en/shape_ups/how-it-works
tp://www.businessweek.com
ttp://www.nikebiz.com
11
Appendix
Sports Clothing and Footwear - UK - September 2009 - Appendix – Internal
Market Environment
Figure 1: Exercise done, by demographics, 2008
Demographics
I do some form of sport or exercise
at least once a week %
54.6
All
Gender
Male
Female
57.3
52
Age Groups
15-24
25-34
35-44
45-54
55-64
65+
Socio – Economic Group
AB
C1
C2
D
E
63.9
60.8
55.4
53.8
50
45.2
63.9
55.5
52.8
45.3
42.5
(Mintel 2010)
Sports goods Retailing – 2010
Figure 2: Consumer expenditure on sports goods, by sector, 2005-09
2005 2007 2009 % change 2005-09
£m £m £m
Sports clothing 2,658 2,856 2,868 +7.9
Sports footwear 1,372 1,408 1,443 +5.3
Sports equipment 1,447 1,512 1,393 -3.7
Total 5,477 5,776 5,704 +4.1
Source: SIRC/Mintel
12
Ethical Clothing - UK - February 2009
The Consumer – Attitudes towards Ethical Clothing
Women give every possible indication of having a greater interest in ethical fashion and
more positive views towards it. This is a great positive for sales of ethical fashion as well as
baby and children’s wear, and is wholly consistent with their views on corporate ethics and
buying organic and Fair trade food, as shown in the Internal Market Environment section.
Nevertheless, the overall picture is not negative. Findings suggest there is a large potential
pool of consumers who are ready to buy ethical if the conditions are right. Women and the
better educated lead the way here with substantially higher levels of interest already.
The main impediments currently are awareness, appreciation and availability. All three are
within the control of brands and retailers, and thus they can increase the growth potential.
(Mintel 2009)
13
14
Case details for Trade Mark 1235529
Mark
Mark text: Reebok
Status
Status: Registered
Class: 25
Relevant dates
Filing date: 12 February 1985
Next renewal date: 12 February 2016
Publication in Trade Marks Journal
First advert:
Journal: 5620
Page: 1255
Publication date: 28 May 1986
Renewal:
Journal: 6622
Publication date: 24 February 2006
Assignment:
Journal: 6681
Publication date: 27 April 2007
List of goods or services
Class 25: Articles of outer clothing; articles of sports clothing and footwear being articles of clothing; but not including any
such goods made of, or trimmed with antelope skin.
Names and addresses
Proprietor: Reebok International Limited 4th Floor, 11-12 Pall Mall, London, SW1Y 5LU
Incorporated country: United Kingdom
Residence country: United Kingdom
Customer's ref: Z.03259 - JAF
Effective assignment date: 31 December 2006
ADP number: 0525249001
Service: J.A. Kemp & Co.14 South Square, Gray's Inn, London, WC1R 5JJ
ADP number: 0000026001
Earlier rights notification: Opted in for notifications
15
Case details for Community Trade Mark E7185457
Mark
Mark text: EASYTONE
Status
UK case status: New application
Original language: Dutch
Second language: English
Class: 25
Relevant dates
Filing date: 18 August 2008
Publication date: 06 October 2008
List of goods or services
Class 25: Clothing, footwear, headgear.
Names and addresses
Applicant: REEBOK INTERNATIONAL LTD. 1895 J.W. Foster Boulevard, Canton, MA, United States, 02021
Representative: MERKENBUREAU KNIJFF & PARTNERS B.V. Leeuwenveldseweg 12, Weesp, Netherlands, 1382 LX
Earlier rights notification: Not opted in
Case details for Community Trade Mark E9109711
Mark
Mark text: EASYTONE
Status
UK case status: Registered
Original language: English
Second language: German
Classes: 03, 28, 41
Relevant dates
Filing date: 17 May 2010
Publication date: 09 November 2010
Registration date: 06 November 2010
List of goods or services
Class 03:
Cosmetics; cosmetic and toilet preparations, namely, make-up, perfumes, colognes, scented body sprays, lotions, creams, cosmetic
oils, aftershave, personal deodorants and anti-perspirants, bath powder, lip balm, self-tanning preparations, and hair styling
products; body cleansing products, namely, soaps, bath and shower gels, hair shampoos, hair conditioners, skin-cleansing creams
and lotions, skin toner, and astringents; sun protection products, namely, suntan lotions and sunscreen.
Class 28:
Exercise machines; exercise platforms; manually-operated exercise equipment; fitness machines and equipment, namely, weights,
weighted clothing and accessories, bands, bars, cords, balls, instability pods, jump ropes, exercise mats, treadmills, rowing
machines, stair stepping machines, resistance machines, stationary cycles, and cross training exercise machines; sporting goods,
namely, sports training devices to improve strength, toning, conditioning, agility, and balance.
Class 41:
Consulting services in the fields of fitness and exercise; physical fitness and exercise training services; providing physical fitness
and exercise instruction; entertainment in the nature of walking, muscle toning, and fitness events; providing motivational speakers
and personal appearances by sports celebrities; health and fitness club services; organizing and conducting classes, seminars, and
workshops in the field of fitness.
Names and addresses
Applicant: Reebok International Limited 4th Floor 11-12 Pall Mall, London, United Kingdom, SW1Y 5LU
Representative: MERKENBUREAU KNIJFF & PARTNERS B.V. Leeuwenveldseweg 12, Weesp, Netherlands, 1382 LX
Earlier rights notification: Not opted in
16
Reebok Report- Progress Diary
DATE
01/10/2010
03/10/2010
05/10/2010
06/10/2010
07/10/2010
15/10/2010
19/10/2010
22/10/2010
29/10/2010
04/11/2010
05/11/2010
06/11/2010
10/11/2010
14/11/2010
15/11/2010
16/11/2010
17/11/2010
PROGRESS
Today we were assigned a task which was, “to undertake a detailed analysis of an
existing product. You should select a single, real product (not a range), on sale in
the UK, which is of interest to you.” I am going to give myself the weekend to
decide what product to pick. And the deadline to produce the introduction is
07/10/2010.
I have started thinking of ideas for my product choice. I have decided to pick the
Reebok Easytone trainer because I own it and have a few ideas for improvements.
I emailed Tim Jones my product idea the easytone trainer. Began collecting
information on the easytone trainer and Reebok. I found out the Adidas Group own
Reebok now so started looking at their facts and figures.
I received an email back from Tim Jones saying my idea was fine. Using all the data
from the Adidas Group I wrote the introduction.
I handed in my introduction. I want to now gather secondary data for next week.
Did not gather data as I have had another deadline for a piece of coursework for
internet operations. I want to now set another date for myself to gather relevant
information on the sports market. I will give myself until the 22/10/2010
I have found some interesting articles on keynote.com about the sports industry in
the UK.
Have found information from keynote.com but I’m having trouble with Mintel for
some reason my laptop automatically signs me out and I can’t access any of the
reports. I’m not sure if it’s a problem with my laptop or my university username.
In the past week I have gathered secondary information and reports for the sports
industry, nothing is specific to the easytone trainer it’s self but I have found figures
for the sports footwear market. In the next week (reading week) I want to start to
write the report.
Went home to London where I used the family computer and was able to access
reports on Mintel and get further information. I have begun to put the appendix
together.
Finished off the UK Market section of the report. I now want to look for patents for
the easytone trainer. Have used the websites that were in the lecture notes. I am
finding it difficult as I’m not sure how to use the webpage. I have typed in Reebok,
Reetone and easytone nothing has come up. I’ve typed in balance ball technology
and balance pods which are what the main feature of the shoe is; nothing relevant
to my product has come up.
Have written out a list of my initial ideas and have come up with a few more I have
seven in total so far. Have found some images of designs of the easytone trainer
however the writing looks like it is eastern European so I’m not sure if I have found
a design registration or not.
Write up essay approximately 400 words a day.
Have been struggling with trying to find any patents on any Reetone products.
Looked over the initial design images I found on 06/11/2010. At the top of the page
were some random names one was Kevin Leary. I tried typing his name into
espacenet.com and managed to find the patents turns out he is one of the
designers of the easytone trainer.
Continue to write up the report. Have found some research on ethical and green
retailing on Mintel that could be useful.
Finalise reference and appendix pages.
Finish report. Print off report and put on to disk. Hand in date 18/11/2010.
17
References
Mintel (2009) Sports Clothing and Footwear–UK 2009, [online] Available from: <
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=3
94601/display/id=479650?select_section=394601> [8th November 2010]
(SICR) Mintel (2010) Market Size, Segmentation and Forecast, Sports Goods Retailing –UKMay 2010, [online] Available from:
<http://academic.mintel.com/sinatra/oxygen_academic/my_reports/display/id=480804&a
nchor=atom#atom0> [16th October 2010]
Mintel (2009) The Consumer – Attitudes towards Ethical Clothing, Ethical Clothing - UK February 2009, [online] Available from:
<http://academic.mintel.com/sinatra/oxygen_academic//display/&id=393875> [8th
November 2010]
Intellectual Property Office (2010) Patent Shoe Sole, [online] Available from: <
http://v3.espacenet.com/publicationDetails/originalDocument?CC=US&NR=2010251567A1
&KC=A1&FT=D&date=20101007&DB=EPODOC&locale=en_gb > [14th November 2010]
Intellectual Property Office (2010) Trade Mark Reebok, [online] Available from
<http://www.ipo.gov.uk/domestic?domesticnum=1235529 > [14th November 2010]
Intellectual Property Office (2010) Trade Mark Easytone, [online] Available from:
<http://www.ipo.gov.uk/ohim?ohimnum=E7185457> [14th November 2010]
Intellectual Property Office (2010) Trade Mark Easytone, [online] Available from:
<http://www.ipo.gov.uk/ohim?ohimnum=E9109711> [14th November 2010]
18