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Reebok Work Share

High-volume copy production without the hassle

Product Copy Creation

Who is Reebok?

a heritage sportswear brand with a future focus

Founded in 1895, the company designed some of the earliest spiked running shoes, renaming the brand “Reebok” in ‘58. In the ’80s and ’90s, Reebok shot to cultural prominence when it created the first athletic shoe for women, the Freestyle, as well as the Reebok Pump basketball shoe worn by Shaquille O’Neal. Today the brand is reaching a whole new generation through collaborations with artists like Cardi B., designers like Kerby Jean Raymond of Pyer Moss, and athletes like Allen Iverson and Angel Reese.

product copy example


On the competition floor, every second counts. Designed in collaboration with Rich Froning, these Reebok training shoes have been stripped down like a high-performance race car to deliver the lightest possible game-day shoe. The breathable mesh upper is perforated to reduce weight. Floatride Energy Foam provides lightweight cushioning with extra spring in the forefoot.

ROPEPRO+ edges on the outsole help secure your grip on rope climbs.

Why Reebok called Thread

to bring consistency to their copy creation process

Reebok was in need of more structure for their ecom copy creation process. They were unhappy with both the process and the copy itself; copy deadlines were missed, features and benefits were inconsistent, and in-house lawyers spent too much time reviewing copy because they felt vulnerable to potential legal claims.

Reebok’s goals were to improve on-time delivery, increase accuracy, and increase trust and confidence in the content being delivered (reducing the need for vetting by their legal team).

product copy example


Loyalty is a word that’s resonated with Allen Iverson throughout his entire career. It could be loyalty to his teammates, friends or roots — he’s always remained unapologetically himself no matter the circumstance. The Chinese symbol for loyalty on this Reebok t-shirt pays homage to his inimitable style.

How Thread helped

an experienced team created a more efficient workflow

Thread came in with a tried-and-true process, honed and polished from years of writing product copy for Reebok’s parent company, adidas. Thread’s project manager became the single point of contact for Reebok’s product managers. A calendar of seasonal briefings gave Reebok product managers a reliable schedule and reduced the amount of time they spent providing product information; this smoother cadence reduced overall workload and stress. Thread also worked with Reebok’s lead writer to develop a copy playbook to act as a single source for voice direction, technology claims, and product benefit descriptions. 

product copy example


Her nails are pink and her eyelashes are long, but make no mistake: Angel Reese came to play. Designed in partnership with the college basketball phenom, this Reebok t-shirt features one of the star’s most famous quotes on the front and back. The all-cotton build has a soft, broken-in feel.

How story worked

clarity and accuracy rebuilt consumer trust

Reebok is a beloved sportswear brand, and Thread’s job was to ensure that the copy was clear, accurate, and allowed Reebok’s heritage to shine through.

product copy example


Known for its underground videos, renegade Montreal company Dime brings its skate-inspired aesthetic to these bold Reebok CLUB C BULC Shoes. These sneakers go big, from the blown-out metallic-silver upper to the fat laces and extra-stuffed tongue.

The upshot

From seasonal briefings to copy creation, editing, proofing, and client review, the streamlined copy creation system that Thread implemented saved the Reebok product managers time and effort and prevented costly mistakes. And even with a change in company ownership in 2021, ecom copy continued to run like a well-oiled machine.

The Thread team has been great to work with over the last 5+ years. They are patient in meeting with our team every season to discuss product stories and details to ensure their copy fits our needs and is accurately written for our target consumers. They are great communicators — asking important questions and following up with the team throughout the season.

Nico Bono


Drumroll, please: Thread is now a Certified B Corp! We 🎉 are 🎉 stoked