Summary of Reebok Shoes

21 Jan

Summary of Reebok Shoes

Reebok Shoes

Reebok Shoes

Reebok is an American-inspired, global brand that creates and markets sports and lifestyle products built upon a strong heritage and authenticity in sports, fitness and women’s categories. The brand is committed to designing products and marketing programs that reflect creativity and the desire to constantly challenge the status quo.

The company also developed and released the famous Pump technology marketed with the memorable slogan “Pump It Up” in the late 80’s. The shoes used an air bladder, inflated with a small pump integrated into the tongue of the shoes, to hold them tightly to the wearer’s feet. Such technology has been parodied by Mel Brooks in his 1993 film, Robin Hood: Men in Tights. Sidekick Ahchoo, played by comedian/actor Dave Chappelle (Chappelle’s Show, Undercover Brother, and Half Baked), called a timeout in a fight with the Sheriff’s men to pump up his sneakers. Despite its financial and cultural success, Reebok struggled with the problem of producing a highquality, cost efficient product without compromising its values or offendial moral and cultural standards. The company’s failure to divest from South African in the 1980’s and its former association with sweatshops severely hurt its reputation, causing the company to institute an aggressive human rights agenda in the 1990’s. As part of the campaign, Reebok established the Human Rights Award which is prsents to prominent civil rights activists once a year. Sales of athletic shoes declined industrywide in the late 1990’s. Reebok lost $7.1 million in 1998. Whether this loss is due to industry problems or internal problems with Reebok is questionable. Reebok responded to losses by laying off 500 if its then 5,000 workers. CEO Paul Fireman declined his 1998 bonus in reaction to the slump and appointed two market legends, Angel Martinez and Carl Yankowski, to run Reebok Unlimited. Martnez had created Reebok’s aerobic shoe in the 1980’s and in his capacity as chief executive of Rockport, he increased the subsidiary’s sales by selling them as “more than just comfortable.” Teamed up with Yankowski, former Sony COO, Martinez embarked on a plan to reclaim Reebok’s roots and refocus the business. In 1989, Reebok launched Step Reebok nationally after conducting comprehensive scientific and biomechanical research that showed step aerobics was a highly credible and effective format for cardiovascular exercise. This revolutionary, never before seen form of exercise quickly caught and launched a new exercise trend.In 1997, Reebok introduced its DMX technology shoe. The DMX shoes were designed to increase air flow and cushion and stabilize the feet. Venus Williams and Allen Iverson endorsed the 1999 DMX advertising campaign, but did not catch on. In April of the same year, Reebok launched a new campaign to market the shoes as the VW Beetle of sneakers; unattractive but highly functional shoes for people who care more about how the shoes feel than how fashionable they look. Unsurprisingly, the campaign and shoes lacked appeal with the growing youth market. Teenagers in the late 1990’s gained greatly in buying power and they demanded fashion not function. Reebok then went back to its original plan and began marketing to more women and to embrace and encourage individuals establishing a marketing partnership with talk show host/comedienne/actress Rosie O’Donnell, who endorsed Reebok through her “Chub Club” exercise club for regular women. This campaign was counter to the general idea that athletic shoes are primarily sold to teenage males looking for the trendiest buy rather than the most practical. Increasingly, Reebok has dug in for competition in the fierce rivalry with Nike. In 2000, Reebok again revolutionized how people exercise and train with its global introduction of Reebok Core Training and the Reebok Core Board.

Reebok Shoes

Reebok Shoes

Reebok understands that people are, above all, unique. Reebok’s positioning reflects this; celebrating the distinct qualities that make people who they are – their unique points of view, their individual style and their remarkable talents and accomplishments. Reebok celebrates their individuality, their authenticity and the courage it takes to forge their own path to greatness. While some may call them crazy or eccentric, Reebok calls them visionary and original.

The next year, Reebok and the Indy Racing League (IRL) teamed up in an agreement that named Reebok the official outfitter of the IRL. As part of the agreement, Reebok provided customdesigned, cobranded ReebokIndy Racing League apparel to IRL officials and selected teams. The Reebok brand also received exposure through logos on race cars, team uniforms, transporters and other IRL promotional programs included in the promotional rights agreement. Also in 2002, Reebok launched Rbk, a collection of streetinspired footwear and apparel hookups designed for the youth to reflect the attitude of their livescool, edgy, and authentic. Rbk is inspired by current street fashion and marketed to appeal to the current culture.In August 2005, one of Reebok’s largest rivals, Adidas, announced that it would acquire Reebok, allowing both brands to compete with Nike and Jordan shoes. This merger is expected to be completed by the middle of 2006. === Reebok Company Overview, The company is based in Canton, Massachusetts and holds approximately 15% of the market share, making it second to Nike. Reebok Corporate Responsibility Reebok is firmly committed to human and civil rights. It established the Reebok Human Rights Award which recognizes young activists who have made significant contributions to human rights causes through nonviolent means. The Award aims to generate positive international attention for the recipients and to support their efforts. Since 1988, more than 60 recipients from over 35 countries have received the award. Nominees are submitted from around the world by prominent individuals in the human rights community and by nongovernmental organizations, and winners must be 30 years old or younger and receive a $50,000 grant from the Reebok Human Rights Foundation to further their work. Current awardees for 2005 are

Reebok shoes is dedicated to providing each and every athlete – from professional athletes to recreational runners to kids on the playground – with the opportunity, the products, and the inspiration to achieve what they are capable of. We all have the potential to do great things. As a brand, Reebok has the unique opportunity to help consumers, athletes and artists, partners and employees fulfill their true potential and reach heights they may have thought un-reachable.

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