In the sports industry, a “winner takes all” attitude has overshadowed the true essence of sports for the last decade. It’s all about new technologies and performance, and bigger, better, faster.

Reebok assigned Hubble Innovations with a clear mission: to identify better ways to connect to consumers, and drive innovation in the sports industry with ideas that are truly relevant for people.

After applying its in-depth observation process, Hubble Innovations came back with a clear insight: a large share of people don’t buy into the performance-is-everything attitude of the two biggest brands. Instead, consumers want to see the fun back in sports.

Based on this strategic innovation springboard, a series of disruptive new product lines were developed, among them the EasyTone and ZigTech shoe lines. In addition, a whole product pipeline of new business ideas was created such as food, personal training, and health insurance.

Hubble Innovations’ consumer centric innovation approach has generated outstanding business results for Reebok. In 2010, EasyTone and ZigTech added nearly $100 million to Reebok’s top line, improved profitability, and are projected to grow over 250% in 2011 – the most rapid segment growth achieved in the industry over the last 25 years.