A Wren Says

Reebok will be releasing a line of supplements, in partnership with Generation Joy. Now the brand will provide literally everything you need for your workout regimen. The line will include just three products, a preworkout, protein powder, and electrolyte mix. The products will be priced between $38 and $45. They will be on sale at U.S. department stores and specialty retailers.

If you already know and love Reebok, this might be a no-brainer for you. Go ahead and pick up some supplements when you replace your gym kit. But if you are not already familiar, will you be convinced enough to give it a try? The supplement market as it stands right now feels bloated. Not only do you have the tried-and-true brands and exercise physiologists making new releases, it feels like it is now the territory for so many fitness influencers. I mean so many fitness influencers. Beyond being produced by a traditional apparel company, what will Reebok bring that is a strong enough offering to cut through the clutter?

For starters, if they are sold at major department stores, that might be a location where there is little competition. However, it might also be a place where people aren’t ready to make a purchase like that. Maybe it will do just great, but I’m skeptical. This feels like a little too late to enter this category and perhaps more of that effort should have been spent finding ways to innovate and reinvigorate perceptions of the brand.

You can read more here on Fashion United and WWD.