5 MINUTES WITH
5 minutes with James Chan , Reebok
James Chan , head of marketing for Reebok Pacific ( Australia and New Zealand ) shares how Reebok is aiming to be
the fastest-growing sports brand in the world , and how he continues to push the envelope .
Inside Retail : Can you discuss your career journey , and your involvement with Reebok prior to becoming head of marketing in the Pacific region ? James Chan : I am relatively new in this role , but I have been with the Reebok brand for six years . Previously , I was based out of the global head office in Boston , Massachusetts in the United States .
My journey with the brand started in late 2016 , when I was the global social media manager for Reebok , managing the Reebok and then Reebokclassics social media accounts . I was able to tap into my marketing background and become the global brand marketing manager for Reebok ( fashion ), working on developing and executing best-inclass global marketing campaigns for the fashion category .
In 2020 , I was very fortunate to move into a global senior brand marketing manager role , working specifically on fashion collaborations , brand partnerships and special projects . I have worn many hats on my team , but my main role was to help grow Reebok ’ s brand voice by working with our partners to collectively bring the creative vision of each project to life . It ’ s been quite the journey and I am very proud of it .
IR : What excites you about Reebok ? What are they doing differently compared to other brands in the footwear and clothing space ? JC : We look to stand out among the other brands in our own unique way . Looking ahead , I am excited about the product range and the level of brand storytelling attached . Our global collaboration partners are at the forefront of street culture . Whether it ’ s JJJJound , Palace or Needles , the brand has its finger well and truly on the pulse of the cultural zeitgeist .
In terms of unique positioning , Reebok is one of a few brands that has left a major mark across key sports and pop culture moments both past and present . Whether it ’ s transforming the fitness world with the Reebok Freestyle Hi ( 1982 ), the first-ever sneaker designed for women , endorsing NBA icon Allen Iverson ( 1996 ) or the Reebok x Chanel Instapump Fury ( 2001 ), Reebok was there .
Our global collaboration partners are at the forefront of street culture .
It is also an exciting time in Australia and New Zealand under the new operating partner business model with Brand Collective . The opportunities are endless .
IR : Can you discuss Reebok ’ s plans for growth in the Pacific region ? JC : Reebok will continue to accelerate strong partnerships with our strategic wholesale partners . We also plan to expand our retail business by opening multiple bricks-and-mortar stores this year . The Reebok team and Brand Collective at large are incredibly excited for the opportunities that exist through owned retail channels . We will keep playing to our strengths while growing our market share .
IR : Can you discuss how the boom in sneakers has affected Reebok , and how you see this space evolving in the future ? JC : It really has become the ‘ commercialisation of cool ’. Gone are the days of wearing sneakers until they fall apart . In the last decade , there has been a notable shift in how sneakers are worn and perceived .
Sneakers have become coveted fashion objects , no longer seen as too informal for a work setting . Now they are a symbol of wealth , and a major contributor to footwear ’ s position as one of the biggest-selling categories .
Reebok will continue to stay close to youth culture and adapt to shifting attitudes , behaviour changes and fashion trends .
IR : What lessons have you learned from your time in the US , and how are you looking to apply them to a local audience ? JC : I treasure the experiences I ’ ve been fortunate enough to learn from while in the US . My key takeaway is the global perspective I have adopted when handling situations , both professionally and personally . If we do not embrace new ideas and opportunities , then we will continue to consume the same biased thoughts and ideas .
With that said , I would advocate for a ‘ never say never ’ attitude . Take chances and recognise that you ’ re stronger than you think . This , coupled with my extensive knowledge of the Reebok brand , will enable me to push the envelope confidently and breathe new life into the Reebok brand locally .
IR : What are the brand ’ s plans for the future ? JC : Reebok has a firm ambition to be the fastest-growing sports brand in the world and under Authentic Brands Group ownership , we now have the resources and the ability to take the brand to the next level . Expanding our retail business locally is another exciting next step for us , as it was a channel that we didn ’ t have a presence in before .
With Reebok Pacific being the official footwear partner of the NBL , you will see us ‘ Pump It Up ’ in a dynamic way on and off the hardwood courts . It is a great time to be a part of the Reebok brand . �
May 2023 www . insideretail . com . au | 15