Reebok Unlocked will reward customers not just for purchases but also for brand interactions like social media sharing in efforts to encourage engagement and generate consumer insights

English sportswear company Reebok launched a loyalty program to build up brand interactions and engage consumers in a more personal way. Anyone can sign up to Reebok Unlocked through the brand's website for free, and start earning points to unlock new levels of access and rewards.

The basis for earning points doesn't solely rely spending money,  however. Instead, it encourages members to interact with the content, earning points by purchasing Reebok goods, reviewing products, posting to social media, completing their profile and simply creating an account—which is worth 50 points.

The more points accumulated the better the perks, starting with a birthday surprise at the basic level, moving up towards VIP customer service, and going all the way to “Full Access” offering discounts on fitness and nutrition certifications, dibs to limited edition apparel, free customization on all gear, and all access pass to any Reebok event.

The Unlocked profiles also are a way for the brand to get direct insights into its consumers, and it will be using the data to inform product decisions as well as loyalty offers. The move comes at a time when Reebok's sales have been dropping, and Adidas, its parent company, is looking for ways to boost them.

Reebok

English sportswear company Reebok launched a loyalty program to build up brand interactions and engage consumers in a more personal way. Anyone can sign up to Reebok Unlocked through the brand's website for free, and start earning points to unlock new levels of access and rewards.

The basis for earning points doesn't solely rely spending money,  however. Instead, it encourages members to interact with the content, earning points by purchasing Reebok goods, reviewing products, posting to social media, completing their profile and simply creating an account—which is worth 50 points.