Retailers Embrace Branded Music Playlists
German sportswear brand Reebok has released a new app on music streaming website Spotify that helps fitness enthusiasts create personalised playlists for their workouts. Called Reebok FitList, the new app synchs consumers’ music tastes with their workout of choice.
Users select an activity from the list of options (running, walking, dancing, training or yoga), intensity (low, medium or high), time span and preferred artists. The app will then play tracks with a suitable mood and beat to complement the session.
Playlists created by a list of high-profile Reebok-sponsored athletes – including American football star Eli Manning and US yoga instructor Tara Stiles – are also available to download with the app. It’s a smart way to make Reebok’s celebrity endorsers take on a more active role rather than just silently sporting apparel – a strategy that will be explored further in our upcoming report New Brand Ambassadors.
Users can also save or share their playlists and vote for their favourites, giving the platform a social, interactive dimension.
To mark the app’s launch, Reebok issued limited-edition shoe boxes that function as interactive speaker systems, featuring LED lights that glow in rhythm with songs when users plug in their music players.
Reebok isn’t the only brand using playlists and downloadable music to woo consumers. Since April 2012, fast-food giant McDonald's, technology manufacturer Intel and Magnum ice cream have all launched their own Spotify apps.
Meanwhile, British high-street fashion retailer Topshop placed its Spring/Summer 2013 catwalk soundtrack on rival music platform iTunes for fans of the brand to download. See the thread London Fashion Week: Topshop’s Customise the Catwalk for additional information.
Reebok is one of several brands responding to consumer demand for more back-to-basics health and fitness offerings, as reported earlier this week in Brands Embrace Natural Fitness.