March 19, 2004

Reebok Deluxe Jogging Stroller, an Extreme Example of Niche Dad Marketing

Reebok Deluxe Jogging Stroller by Baby Trend, image:amazon.com
Yet another non-baby brand that licenses its name to a line of strollers. This time, they're jogging strollers, manufactured by Baby Trend under the Reebook label.

do they sell this in the JC Whitney catalog? Bright red spring on a Reebok strollerThey feature big, inflatable multi-terrain tires, a wide rear wheelbase that stays well out of the way of your stride, a very smooth ride, non-frivolous fabrics, and a cellphone pocket. They don't navigate small spaces well, but that's not the point, is it? These strollers look specially designed to appeal to outdoor jogger dads. But Reebok's even targeting niches within that market. Check out the heavy-duty rear suspension on the Reebok Deluxe Jogging Stroller, currently available only at Babies R Us. It's designed, not just for performance, but for show. It takes inspiration from Eibach's Sportline Spirngs, the lowering kit of choice among aftermarket car modders. All it's missing is a purple neon light mounted underneath the bag. I imagine that somehwhere in the Reebok Licensing Department is a diagram like this:
Reebok Deluxe stroller target marketf

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