Reebok: Jedi Counterattack, Hot Dance, Street Style.

In the American sports shoes market dominated by Nike, Reebok (Reebok) has not only been far away, but also more vulnerable to other brands.

As a famous shoe maker in the 80s of last century, for the sake of reputation and status, the Jedi counter attack has now begun. It must build up a wild dream belonging to Reebok again with the help of the popular street culture.

Gloomy defeat, if you talk about the elders in sports shoes, Reebok is one. Its history can be traced back to 1890s.

Forster, the founder of Reebok, is a British sprinter. He created the world's first "Forster running shoes" with nails and brought historic changes to the sprint.

In 1989, Forster set up Forster and his son company to start running shoes for sports stars.

In 1958, the two great grandsons of the founders founded a joint company called Reebok (the African short horned antelope), which seemed to show that wearing the company's running shoes could act as agile as the short horned antelope.

In the early 1980s, Nike, the younger generation of the industry, emerged with its unique design shoes instead of Adidas, becoming the leader of the American sports shoes market.

But Nike's lead is not long.

In 1986, Reebok caught up with Nike by launching its new soft leather and air bearing shoes.

By 1987, Reebok Co had gained more than 30% market share, while Nike's share fell to 20%.

Soon, Nike began counterattack in 1988.

It aims at the booming "performance" market, and has launched sports stars, spending $20 million to launch a strong advertising campaign, and adapting dozens of new products to the constantly broken market of sports shoes.

By 1990, Nike had dedicated shoes for almost all the sports that could be imagined; hiking, walking, cycling, and even cheerleading and windsurfing.

The powerful offensive made Nike first.

So far, Nike's share of the American sports shoes market is still 36%, while Reebok's share has dropped to less than 13%.

What is even more frightening is that some of the cutting-edge brands are taking Reebok's two position as a share of 11%.

Compared with Nike, Reebok, who stepped into the 1990s, seems to have lost the favor of lucky goddess. Not only the new product has not attracted the attention of the market, but even its famous brand spokesperson, some famous Olympic athletes, has affected the promotion of the brand because of the poor performance. Even though Reebok has spent 15 million US dollars in 1992 to recover the losses, the US No. second basketball star O'neal has not achieved the expected advertising effect. Its endorsement of sports shoes is far less than that of Jordan's sports shoes.

So in 1999, after two years of double sales decline, Reebok's stock price fell to its lowest point from the previous 52.16 US dollars - 6.94 US dollars.

Reebok seems to be in a desperate situation.

Where is the way out for Reebok?

The Jedi counter attack is in the most difficult time, a chance chance to rekindle the hope of Reebok.

In the signing of Reebok, the basketball player of Philadelphia 76 is famous for not only tattoos but also a personal rap album, which has attracted the attention of Reebok executives.

Reebok Co, the head of the company, realized that Reebok had been disconnected from young fashion people in the process of competing with Nike in professional sports shoes.

To this end, Reebok hired a group of planning experts to find a breakthrough to attract young people.

DennisBaldwin, its chief marketing officer, admitted: "sports elements can really drive the sale of sports shoes, but fashion elements can also work.

We will find more selling points from fashion in the future.

In the spring of 2002, Reebok signed a contract with Jay-Z, a popular street star, and launched a casual sports shoes called S.Carter.

Each pair of S.Carter shoes of $100 will be sold out immediately after the launch.

Only last year, Reebok sold 500 thousand pairs of S.Carter shoes.

Reebok, in the Jay-Z upsurge, has been working hand in hand with another popular street pop singer, "50Cent", to launch G series new shoes G6.

Cooperation with street pop culture stars has benefited Reebok. In 2003, Reebok's RBK Sales Department, which specializes in promoting Street popularity, rose by 48%.

Then, 1500 Reebok's "Lcecream" series with candy and pleasing colors appeared in the high-end shoe stores all over the United States.

The special feature of "Lcecream" is not only that it is a limited edition, but also wrapped in boxes filled with fake ice, and more importantly, it is a fashionable new product jointly created by American street pop culture Star Williams and Japanese fashion designers.

Street culture and Asian new elements, "Lcecream" is an important breakthrough point for Reebok in the future.

While competing with Nike in the field of sports, it is hard to break through. Reebok has found its new goal in the field of fashion. It will attract many street fans and fashionable trendy fans with new styles.

Reebok, a brand that once dominated the American sports shoes market, is expected to reappear in the past.