PSFK sits down with Matt Blonder of Reebok to discover how the fitness brand is fostering connections among its most loyal fans through its Unlocked program, integrating into consumers' everyday lifestyles

In Brief:

Reebok Unlocked is a loyalty program that rewards dedicated shoppers and aims to build a community centered around fitness. Matt Blonder is Reebok's Vice President, Marketing and Digital Brand Commerce. Consumers want to feel connected with their favorite brands and with similar people, and Reebok is betting that this loyalty program will drive that process—even if it's outside of the traditional purchase path. Unlocked rewards its users for online actions, but also for in-store interactions, like attending branded events.

PSFK: Describe Unlocked. What were your goals for the program?

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