A MEASURED PERFORMANCE: Like other, more established athletic brand competitors, Reebok’s heritage is rooted in performance and now the company has set up a division dedicated to that — the Reebok Performance Business Unit.
At the helm of that sector is 25-year company veteran Todd Krinsky who has been named general manager. The brand’s running and training business units have been consolidated into its new Performance Business Unit. Fittingly, Krinsky earned his post for his own performance as general manager of Reebok’s Classic Business Unit. Leading that business, he helped to generate double-digit percentage gains for year-on-year growth over the past six years. Krinsky reports to Reebok president Matt O’Toole.
Big-name branding has been a key part of Reebok’s Classic Business’ upward climb. Gigi Hadid is the latest celebrity to appear in Reebok’s “Always Classic” campaign. With the spring campaign, the IMG model joined the ranks of Ariana Grande, Rae Sremmurd, Teyana Taylor, Lil Yachty, K-pop star Somi, street artists Felipe Pantone and SANY and model Sharina Gutierrez. Interestingly, Reebok’s Performance Unit will take on more of a lifestyle edge. Noting how the company has developed “strong credibility in the fitness world” in recent years, Krinsky said, “Today, our Delta symbol serves as a badge for those who are living a fit lifestyle. My goal is to take what we’ve started and build on that, and also begin to merge it with stronger lifestyle credentials for the consumer who is both fitness and style obsessed.”
Krinsky’s experience at the Boston-based company includes leadership roles in its running categories, as well as Basketball, Cleated and Training. He also led Reebok’s Sports and Entertainment Marketing and RBK divisions, where his specialty was fusing sport and music. The company has been working on its own upgrades in recent months. Last fall, 700 staffers vacated its 60-acre Canton, Mass. campus to relocate to a 220,000-square-foot, five-floor facility in Boston’s Innovation and Design Building. And last fall Reebok signed a long-term partnership with designer Victoria Beckham.
O’Toole said, “The momentum he has created since he took over our Classic business speaks for itself. I am confident that his experience, expertise and leadership skills will be instrumental in helping us reach our goal of becoming the world’s leading fitness brand.”