customers in the UK and US can fully customise and then purchase three styles of trainers via a new iPhone application called Your Reebok.
The application offers three of Reebok's most iconic silhouettes: The Freestyle, The Classic Leather and the The Ventilator. Customers can change up to 23 different areas of the shoe with a choice of 19 colours and four material options, and can even add personalised text. The fully customised shoes range from £80 to £110 depending on the shoe, materials and optional extras chosen.
Completed designs can also be shared with friends or the whole world direct from the application. Friends are sent an email link to the design and, to make the design available to anyone, users simply select the 'share with the world' option. The design is then geo-tagged, using the iPhone's GPS capabilities, and is added to the Your Reebok global community map. From here all the other shared designs can be viewed and either bought or used as a canvas for customisation.
The application was created by Reebok partner Inside Mobile
who worked with several specialist agencies including Agency Mobile
to produce the application. It will be expanded to Germany, France, Belgium, Holland, Austria & Ireland in the coming months.
"This is truly a world first," says Richard Prenderville, head of global brand marketing at Reebok. "The Reebok app is an exciting new way of engaging consumers with our brand. Customisation has been a hugely successful part of Reebok.com for over two years; now we can truly say 'we're the brand in your hand'!"
"Reebok has been quick to grasp the potential of iPhone apps as a compelling route to market that can fuse branding and direct response goals," says Dusan Hamlin, managing director of Inside Mobile.
If you have an iPhone, you can test out the new service by visiting the iTunes App Store and searching for 'Your Reebok'.