After unveiling an unexpectedly irreverent creative platform last month, Reebok is continuing in its mission to reach a younger audience with a revamp of its digital strategy and the introduction of its first loyalty program.

The loyalty initiative, which has been Unlocked, will reward consumers’ brand interaction with a benefit scheme developed by Reebok and its partners.

Customers who sign up online will be able to earn points every time they engage with the brand; for instance, by purchasing and reviewing products, interacting with the Adidas subsidiary on social and attending its events.

In return they’ll be offered experiential and product‐based benefits’, according to a press release, such as access to VIP events, training plans and early product drops. Additionally, 25 partner brands – including the snack company ProBar and beauty label Tula – have joined the program via a curated program devised by lifestyle media brand Well+Good.

The introduction of Unlocked will see Reebok tap directly into the psyche of a younger customer currently being courted by direct-to-consumer and subscription competitors.

It fits with the masterplan of Melanie Boulden, the brand’s global head of marketing and brand management, who recently increased ad budgets and centralized marketing functions to capture the global ‘20-something’ market.

Reebok is also embarking on an overhaul of its digital strategy to bring its online presence up to speed. It will relaunch its website in a couple of weeks to offer greater personalization and a better mobile experience tailored to a younger demographic.

The brand promises the flagship platform to be ‘one of the fastest sports brand e‐commerce experiences’. The brand has increased its digital staff by 30% this year in order to complete the project, Digiday reported.

“The overhaul of our digital presence and addition of Unlocked highlights our continued dedication to provide a best‐in‐class experience for our consumer,” said Matt Blonder, Reebok’s global head of digital. “With Unlocked, we wanted something truly unique. We’ll be rewarding consumers for their loyalty and consistent brand interaction, with experiences that we know resonate with them and speak to their passions."

However other brands have failed to capitalize on such online loyalty investments. Last year saw UK etailer Asos axe its A-List scheme after less than three years, stating it planned to “get to work on even better ways to reward our loyal customers”.