It’s been a long time since the Spice Girls roamed the streets yelling “Tell Me What ya Want!” Posh Spice is generally known as the woman who nabbed footballer David Beckham. To consider her in that way diminishes the influence she has in her native UK and around the globe. Since the reign of the Spice Girls ended Victoria has created a number of collabs and her New York Fashion Week events have become one of the hottest of the annual collection of fashion.
While adidas’ Stella McCartney is easily one of the most recognizable brands in sportswear and fashion, Reebok has been quietly amassing designers and influencers that can extend the reach of the brand from Crossfit into fashion and streetwear. Will Victoria Beckham use the alignment with Reebok in her fashion week next year? Will this move the needle for Reebok via their Innovation Collective? The brand is working extremely hard in the shadow of their parent company to generate the buzz and be deemed a smart investment for adidas. A year ago I suggested that Reebok be sold off by adidas. Instead the Three Stripes sold off its golf business and doubled down on Reebok opening new stores and moving the brand to Boston. I think Beckham’s fame could work to help shape the shift from Crossfit where Reebok over invested with new branding and gear. If Victoria Beckham can align the ladies of Reebok (Ariana Grande, Gigi Hadid, Aly Raisman and Teyana Taylor) and begin creating, Reebok could see a move akin to one of my favorite marketing campaigns in Under Armour’s #UnlikeAny. This should be an interesting move to keep an eye on.