Reebok VP (Former) to Launch Fashion Brand Supremebeing in US
The Peloton Group, the new brand marketing company founded by Richard Prenderville, is to be the exclusive US distributor of fashion brand supremebeing.
Prenderville, former vice president of global brand marketing at Reebok and previously head of global media at adidas recently founded The Peloton Group to work with international retail fashion and sports brands. The Peloton Group will exclusively distribute the supremebeing range to US stockists.
Richard Prenderville, founder of The Peloton Group explains, “supremebeing is a fun yet strong UK fashion label influenced by street culture that is well suited to the US market. With its attention to design, detail and great quality fabrics, supremebeing consistently releases complete and edgy ranges for men and women with stylish outerwear, original footwear and amazing graphics. Supremebeing’s ranges are exclusive and not widely available to mass consumers that can dilute brands.”
In 2009, Richard launched the “Easy Tone” campaign that led the industry in toning communication and dramatically increased sell thru of the advertised product to never seen before levels. In 2010, he and his team launched “REE”, the company’s first new branding effort in two years. This brand campaign has been iconic for Reebok because it puts the brand’s point of view right in the center of the consumer conversation. This campaign was the centerpiece for the industry leading Reetone campaign for Easytone toning shoes and the ReeZig launch for theZig Tech line of footwear. In addition to that, he also oversaw the brand’s communication efforts with the Emporio Armani product collaboration.
In 2010 the work led to Reebok being named Marketer of the Year by Footwear News.