Sports Brand Translation in China: When Language Works Against You!

Part 3: Reebok - 锐步 (Ruìbù)

Reebok had an extra challenge: its original name already came from an animal, the "rhebok", an agile and fast antelope. In China, they opted for锐步 (Ruìbù) , which means "sharp steps" or "fast and decisive movement". Basically, the promise that you won't trip at the first corner.

Reebok takes the name from an Antelope, the rhebok.

It's a clever twist that reinforces the idea of speed and movement without losing the original essence. Although, let's be honest, "African Antelope" wouldn't have been the best choice for a sneaker brand. It sounds more like the name of a National Geographic documentary.

If Reebok had taken the wrong path in translation, we could have ended up with something like “Sneakers That Will Save You From A Lion.” But thankfully, they found a balance between phonetics and meaning, ensuring that their brand image remained strong in such a vast and competitive market.

Despite not having the same market share as Nike or Adidas in China, Reebok has managed to stay relevant thanks to its focus on fitness and collaborations with local influencers. Its positioning strategy in the training and wellness category has been key to its permanence in the country.

In conclusion, adapting a name to Chinese is not as easy as typing it into Google Translate and crossing your fingers. Nike, Adidas and Reebok have played their cards well so that their names not only sound good, but also have a powerful message in the Chinese market.

So the next time you see a pair of 耐克, 阿迪达斯 or 瑞步, you know that they are not just sneakers: they are a masterpiece of commercial translation. And the best part is: they don't end up being called "Fast Running Shoes."

Old but exciting Reebok ad for the Chinese market: