ut 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. 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. This story first appeared in the May 2023 issue of Inside Retail Magazine.