Three Full-time MBA students at Lancaster University Management School were invited to undertake their corporate challenge project with Reebok. The Lancaster Corporate Challenge gives students the opportunity to work as consultants on a strategic issue with senior leadership teams in some of the world's leading companies.
The challenge runs over seven weeks during the summer and is the culmination of the Lancaster full-time MBA. Other students also worked in top organizations such as EDF Energy and McDonalds.
The task set for this group was to come up with a brand position to define Reebok, part of the Adidas group, as the fitness brand. Adidas is already one of the biggest brands in the sports world. The company has been around for 88 years and was the official sportswear sponsor for the 2012 Olympics and Paralympics.
However, the project was a chance for the company to encourage new thoughts and explore this particular challenge with an MBA perspective.
It was also a chance for the MBAs to show off the skills they had developed over the year. The MBAs visited retailers in Liverpool, London, and Birmingham, and did interviews with customers as part of their research for the project. One of the students on the project Karim Boguspayev said that the question of how Reebook can actually bring out fitness as a sport in Europe was a key topic of analysis.
In the video below, the MBAs are at the final stage of the project and are preparing to give a presentation of their recommendation to Reebok’s UK Managing Director and his team. It looks like they also found time to squeeze in some workouts! Its probably a no-no to work at Reebok and not work out.
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