Heidelburg's self-described "Reebox revolution" is about style and self-expression, not athletic performance. Key aspects of his business and its mission include:

Focus on quality and individuality: The company creates garments with "meticulous attention to detail" that serve as a "true extension" of a customer's personality.

Targeting the modern consumer: The brand aims to reinvent style "for the modern generation" through trendsetting and dynamic collections.

Online and community-driven: Heidelburg invites customers to join his "fashion-forward community" through his company's official online store.

Reebox is not affiliated with the major athletic company Reebok. The name is spelled with a double 'e' and an 'x'. The business and its revolutionary goals are entirely distinct from the historical athletic footwear brand.