Reebok would like to formally apologize for an Instagram post that we have made recently. A post from our account read, “Cheat on your girlfriend, and not your workout”. An attempt to be humorous and encourage continuing to workout was met with rightful backlash. This mistake pains us deeply, as the core of our brand mission is being a leader in the fitness industry and positively encouraging our customers to stay active. This ad encouraged negative behavior that does not align with our brand values. By promoting disrespectful and unethical behavior in personal relationships, we fell short of our mission “to be the best fitness brand in the world” (Reebok Brand Strategy). Promoting infidelity does not align with the values of personal fitness and Reebok helping our customers become the best version of themselves. We expect and accept the rightful backlash, especially from our consumers who are women. Reebok is an athletic brand for everyone. We want our consumers to work out together in our apparel, as we believe it helps for a better workout. This post went against those beliefs, and was deeply disrespectful to our loyal customers. It is important that we release this statement because we understand that women who previously have purchased Reebok apparel may be hurt and may not want to wear our athletic wear anymore. We truly are sorry for the post we have made, and we will continue to educate ourselves and employees on what “humorous” content is acceptable and not acceptable to post. In addition, we reaffirm our commitment to the rightful place of women at the forefront of the fitness and sporting community, and plan to continue to hire a diverse workforce that can bring more gender-inclusive perspectives to our marketing and advertising outreach. As Reebok continues to build a bold, trailblazing, outlaw culture of fitness enthusiasts, we want to do this in a way that connects to sports and fitness, not with infidelity in interpersonal relationships. We wish to do so with integrity and class, and unfortunately, this ad demonstrated a lack of both, and it is necessary to establish the fact that our brand has nothing to do with unacceptable moral behavior and more to do with a mindset to push boundaries in workout apparel and technology.