In the year of the London Olympics, a group of Full-time MBA students undertook their Corporate Challenge project with the adidas group, official sportswear partner of the Olympic and Paralympic Games. The group were looking specifically at the Reebok brand.
The Corporate Challenge gives students a unique opportunity to work as consultants on a live strategic issue with senior leadership teams in some of the world's leading companies. The seven-week Challenge, taking place over the summer months, is the culmination of the Lancaster Full-time MBA.
The task set for the group was to come up with a brand position to define Reebok (part of the adidas group) as the fitness brand. This video follows the students at the closing stages of the project, as they prepare for their presentation to the UK Managing Director and his team. The students not only worked directly with senior managers on a key strategic issue but also had the opportunity to improve their fitness by signing up to the CrossFit training programme!