As the dust continues to swirl and the impact of GDPR remains unknown for many businesses, Carter-Silk says Reebok is “giving it a bit of time and breathing space to see how things shape out” – and that it will be making sure it puts out high-quality content so consumers don’t feel like it’s a frantic chase to get them to re-subscribe.

“The data that you do have becomes more valuable and how you use it becomes even more important,” she says. “I liken it to Neo in The Matrix: you want to be the woman in the red dress, a stand out moment for someone rather than another voice that’s blending in with a load of black suits.”

While Reebok might not rely on third-party data, events, brand partnerships and the communities it chooses to engage with play an integral role in the relationship Reebok has with consumers. This is how it brings people into its consumer base – and, crucially, drives sales.

“We can speak to our consumer base online and look at their preferences and what they’re interested in but the best way we can validate the product is by getting on the feet of a big community,” she explains. These currently include London running group Midnight Runners, fitness programme Les Mills, Spartan Race, UFC and 15 Reebok CrossFit affiliates across the UK.

“Our global and local partners help us to tell that product story directly to consumers. So we have less issue with trying to reach them directly because we have this intermediary trusted point where consumers can access that product from. We are less reliant on that broader brush approach.”

But the relationship works both ways, and Carter-Silk says it is less about building Reebok’s own community but rather adding value to the communities that it works with.

“It’s our responsibility to let people do what they’re doing anyway but to add value to them.”

Sourced through Scoop.it from: www.marketingweek.com