Reebok is kicking off its first loyalty program, “Unlocked“. Though the label might be a tad late to the loyalty game, the new initiative could still unlock a much-needed door to digital discovery.

Aptly named, the program is actually the first effort in a larger plan to explore a new digital identity for Reebok, including revamping its website. The program takes tips from rivals like Nike, which has rewarded consumers’ digital interactions with experiential rewards such as locker pickup and self-checkout options in the past. Similarly, Unlocked members can earn points and receive on-demand training and nutrition plans not only by buying products, but by writing reviews, attending events, and engaging with Reebok on social media.

Reebok has been on a self-improvement kick for some time now. It’s one of the few brands to offer online product customization, one of the flashier aspects of the future of retail, alongside a slew of user-friendly features like 360-degree views and a handy reset button according to Gartner L2’s Digital IQ Index: Activewear. The brand also upped the ante on visibility against unbranded keyword searches on mobile and turned up targeted email success with an average open rate higher than nearly half of brands tracked in Gartner L2’s study.

Still, activewear brands are moving quickly to keep up with the fast-paced retail landscape. If Reebok wants to ensure a successful digital awakening, it will have to keep up progress from the past, get its site up to snuff, and rev up rewards at the speed of light.

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