Reebok Bikes marketing collateral

Reinforcing brand values and customerexperience post-purchase for ReebokFitness Equipment International.

Product Technologist, RFE International.


The previous assembly instruction guides for Reebok bikes were typical instruction booklets; printed one colour and did not reflect the contemporary style of the Reebok brand or its values. The existing collateral did not follow through on brand promise and reassure buyers after purchase that they had made the right decision in purchasing a Reebok bike.


Bonfire undertook a creative review of Reebok bikes and competitor products. The insight gained identified a gap that we could exploit to create a space at the end of the customer purchase journey for Reebok bikes. By combining this with Reebok’s brand philosophy, that sport is to be enjoyed by all those who get involved, we were able to produce a set of materials to complete the customer journey. The concepts were developed in such a way as to be easily implemented across the entire range of health and fitness product categories in which the brand operated.


The bold, clear and concise creative approach sat confidently within the Reebok brand communication portfolio. As a key touch point in the consumer journey the assembly guides are a crucial piece of material and, when executed well, can enhance the customer experience.

Our creative reflected the brand’s personality and tone of voice and provided reassurance in the customer’s purchase decision. The client loved the executions we proposed and subsequently asked us to develop creative executions for a number of other Reebok Fitness Equipment marketing materials.

The instruction guides have gone down really well – they’re much clearer and easier to use. We now get very few support calls which is a big testament to how good the work was that Bonfire carried out and how it delivered exactly what we wanted.

Product Technologist, RFE International