REEBOK / FITLIST
21 September 2012
Sportswear brand partners with Spotify to help fans exercise to the beat
- Brand
- Reebok
- Media Type
- Apps & Widgets
- New Technologies
- Product Category
- Clothing & Footwear
- Leisure & Entertainment
- Music
- Country
- USA
- Source
- News
- Agency
- Deeplocal / Pittsburgh
- Tags
- music
- App
- Sportswear
- Sports
- Fashion
- playlist
- Spotify
Reebok has released a Spotify app to help fitness enthusiasts create personalised playlists for their workouts.
Reebok FitList, which launched this week, creates a playlist that incorporates people's workout activity, time frame, intensity level and favorite artists. The app also features playlists created by Reebok-sponsored athletes and artists including singer Jordin Sparks, American football star Eli Manning, yoga instructor Tara Stiles, and Rich Froning, who won the 2011 CrossFit Games and earned the title of the Fittest Man on Earth.
Users can also view the most popular tracks for various fitness activities - from running to yoga - as voted by the Reebok FitList community, as well as voting on and sharing playlists. The Reebok FitList app was created via music discovery agency Hunted Media, music intelligence service The Echo Nest and using Spotify's music library.
To support the app launch Reebok, with Pittsburgh-based technology studio Deeplocal, created specially designed musical shoeboxes. The FitList Boxes are interactive speaker systems, which feature LED lights that glow in rhythm with the music and ambient sound. Users can play their FitList tracks by plugging their music players into the Box and watching as the LED lights turn on in time to the music.
The brand has created 100 individually numbered and hand-assembled limited edition FitList boxes that will hold RealFlex Transition 2.0 shoes.
Contagious Insight /
Since we reported on how Spotify was opening up to brands in April this year, we've seen a barrage of apps on the platform (from brands as diverse as McDonald's and Magnum). In fact it was back in April that we covered Reebok's upcoming Spotify app, even though it only launched this week.
FitList feels totally on-brand for Reebok, which is more than we can say about some of the existing Spotify apps from other brands. The app delivers a useful service that actually improves people's exercise routines. Best of all it delivers a personalised experience to match their diverse music tastes and fitness styles, so that you can find a playlist to suit you whether you're a runner with a penchant for Lady Gaga or a Springsteen fan who also loves yoga.
By highlighting how playlists can be generated for a variety of actitivies, Reebok is also positioning itself as the go-to brand for fitness enthusiasts across the board, showing the variety and versatility of the products it sells. This goal is also accomplished by taking advantage of Reebok's brand ambassadors who come from very different backgrounds in worlds of sports and music, and exemplifies the brand cleverly sweating its celebrity assets.
Like Nike has done so well before it, Reebok is making a push towards services, rather than just products and creating experiences for its customers to foster positive associations with the brand.
This story originally appeared on Contagious Feed. Contagious Feed is our bespoke trends, inspiration, insight and analysis service, providing daily innovative marketing intelligence across a comprehensive range of sectors to brands and agencies across the world. For more information about Contagious Feed contact sales@contagiousmagazine.com
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