British Brand Reebok Is Challenged By ADI And Nike

Reebok, the original meaning of this word, is an African antelope in the guide department. Its body is light and good at running.

Reebok wants consumers to wear Reebok sports shoes, like Reebok antelope, in the vast world, run freely and enjoy the fun of sports.

In 1895, Joseph Foster, founder of Reebok, who is nearly fourteen years old in 1895, is a British sprinter. He hopes to have a pair of nail running shoes, but because of his lack of financial resources and resources at that time, he made himself a pair of nail running shoes with his own name: "Forster running shoes".

In 1900, Forster further improved his skills and set up his own business to provide handmade running shoes for local sports enthusiasts. The news was widely spread, and the running shoes were widely accepted and occupied the leading position of the market. This "Forster" spiked shoes brought a historic change to the short run, which lasted for 50 years.

In 1904, Forster's shoes helped Shute to enter the peak of his career. He created three world records in the 1908 competition. Forster's inflatable shoes brought great impetus to the Olympic Games and professional sports. Forster also developed a self-test table to provide the best comfort for runners.

In 1933, old Forster died and left his career to his two sons: James and Joan.

In 1938, Homas took part in the Australian national competition and created 100 yards and 220 yards of records in Forster's spikes.

In 1958, as time went on, Forster continued to expand and develop in other fields of sports. Forster's grandson joined the company and continued to create more comfortable sneakers for outstanding athletes with his family members. He also concentrated on designing lighter sports shoes to improve the performance of athletes.

The other two grandchildren of the founder, Joseph and Jeffrey, returned to England after the service, and developed together with Burton.

They set up an integrated company on their own, originally called Mai Kerui football shoe company, and later named it Reebok (African antelope).

In 1979, Paul Forman, an American outdoor equipment operator, took a fancy to Reebok at an international exhibition, and eventually won the right to operate Reebok in North America. At that time, the Reebok running shoes, priced at $60, became the most expensive running shoes in the market.

In 1982, Reebok's first pair of women's health dance sports shoes (the first pair of women's sports shoes designed for FreeStyle), the use of real leather shoes and popular colors, became the best-selling shoes at that time, which indicates a sensation in the field of fitness and caused the whole body development of space bodybuilders.

In 1985, Reebok brand became a household name, and Reebok limited succeeded in making Reebok a multinational company.

In 1986, Reebok developed the clothing industry and began to go public.

In 1987, the success of Reebok made him the first brand of the global sports shoes. In order to promote global communication, Reebok became an insurance sponsor of the international human rights tour promotion organization, and signed the annual human rights award scheme, which is aimed at rewarding young people who contribute to the cause of human rights all over the world.

In 1989, Reebok launched the first double inflatable basketball shoes, and put the compound flow cavities into the shoes.

In the same year, Reebok launched the PUMP shoe upper hand inflatable system. PUMP technology has brought a special boom period to the end, providing breakthrough concepts and technologies for all kinds of sports and fitness activities.

In 1992, Reebok changed from the main fitness business to the same sports company.

At this point, Reebok's product line has already included football, baseball, American football, track and field and other projects, and has begun to cooperate with famous sports stars and sports teams to carry out brand promotion worldwide.

In 1995, Reebok proudly celebrated his success. In the past 100 years, Reebok has dedicated himself to creating sports shoes and clothing for great sports people, and has made outstanding performances anywhere in the world.

In 1996, Reebok signed an extensive sponsorship agreement with the Liverpool football club, including all clothing sponsorship of the football club.

In the same year, Reebok became one of the world's famous sportswear brands.

In the same year, Reebok signed an advertising contract with NBA champion Iverson ball.

In 1997, Reebok launched the DMX2000 series technology and running shoes. The composite airbag provides stability and cushioning effect at all times.

In the same year, Reebok launched -The Answer, a basketball shoe specially designed for Iverson.

Wearing him, Iverson brought unprecedented excitement and excitement to the NBA arena, and his overwhelming efforts laid a solid foundation for his lofty status in the basketball world today.

In 2000, Reebok signed a contract with the US NFL for ten years.

In 2001, Reebok and the 2000 year NBA MVP player Iverson signed a lifelong contract in November 2001, which ensured that IVERSON would be a signing star of Reebok company in its entire sports career.

At this point, Reebok has reached a ten year partnership with NBA.

In 2002, Reebok signed NBA as the champion of the year, from China's center player Yaoming.

From the first quarter of 2003, Reebok will provide professional shoes for NBA players with NBA logo.

In September 2003, Reebok became a lifelong partnership with NBA Houston rockets Yao Mingda. In 2005, Reebok was announced by Adidas to buy at a total price of 3 billion 100 million euros ($3 billion 800 million).

The brand is ranked 492nd in the world's top 500 list of 2007 brands compiled by World Brand Lab.

Reebok endorsed star player Reebok has signed star Alan Iverson, Stoiakovic, Chinese player Yao Ming is also Reebok's signing star.

Reebok's sports technology THE PUMP:Manual can be adjusted to form a suitable airbag through the foot wrap.

PUMP provides tailored comfort.

By inflating the air bag by pressing the PUMP ball, it can form a shape compatible with the feet.

Therefore, each pair of PUMP shoes is made of customized shoes.

The THE PUMP:Automatic rotation control system allows athletes to accurately adjust their optimal number of files according to their needs.

(KFS:Kinetic Fit System) when we move, our feet move to the tip of their toes, and our feet instantly change to half a yard.

KFS is a fabric that is stretchable. Special fabrics can be placed on the shoe surface as required. This special fabric can make shoes respond to the changes of our feet and change accordingly.

The technology of PLAYDRY Play Dry will discharge water on the fabric and make the water move faster and faster on the bottom of the clothes to enhance the speed of perspiration.

No matter whether clothes are washed or rubbed, they will not lose their scientific and technological functions.

All Reebok products marked with Play Dry logo have this technology.

Reebok Co is being challenged by Nike, the second oldest player in the world. Nike, Adidas and Reebok are among the top three in the world sports commodity market.

Soon, this ranking may change.

Because the Adidas Solomon company, headquartered in northern Bavaria, Germany, will buy all the shares of Reebok Co with us $3 billion 800 million.

After the merger of the two companies in early 2006, the annual revenue of the new company will reach US $12 billion 300 million, which is close to Nike's $13 billion 700 million in the 2004 to 2005 year. Its share in the global sports commodity market will also reach 20%, and the 1/3 share of Nike will be a strong challenge to Nike.

According to the agreement, Adidas will buy Reebok shares at $59 per share, which is 34% higher than the $34% announced before Reebok, and Adidas will accept Reebok Co's $550 million debt.

After the merger, Reebok will continue to retain its own brand. The headquarters of the brand will remain in Canton, Massachusetts, and is managed by Reebok CEO Paul Faemmen.

Adidas also guarantees that there will not be a lot of layoffs for Reebok's 9100 employees, because the acquisition is not Adidas's swallowing up Reebok, but the two strong alliances, and it does not require much restructuring costs and expenses.

Although Adidas and Reebok had competition before, their products had their own characteristics and the market did not coincide completely.

The advantage of Adidas's products is its excellent professional performance. It has specialized basketball shoes and football shoes. Its aim is to aim at athletes. Reebok products are characterized by novelty and fashion. They serve the general people's fitness activities, targeting consumers, young people and ordinary consumers.

After the merger, the two companies will be able to expand their market share well, especially in the US market where Adidas did not share much.

In addition, other sports products of the two companies, such as Reebok's golf equipment clothing and Solomon's ski equipment clothing, can also make the new company stronger in the world sports commodity market.

The most popular factor in sports products is the star effect.

Which sports and entertainment stars wear what brand of clothing and shoes, his fans will imitate buying.

So all major brands have sports and entertainment stars to advertise.

After the merger of the two major companies, their star teams also consolidated and expanded.

For example, Reebok has NBA stars Yao Ming and Alan Everson; Adidas has soccer star David Beckham, singer Misi Elliott, and they will become spokesmen of the new company.

In addition, the merger has brought Reebok's original equipment clothing contract with the US rugby union, NBA, Hockey League and baseball league.

Not only that, the new company will have more advantages in terms of retailer's influence, buying media advertisements and signing various sponsorship contracts, because the former two companies only have influence in Europe or the Americas market, and the new company spanning two continents has a wider sales network, which has an impact on the whole world.

This is the effect of one plus one greater than two.

As a result, the new company expects its revenue to grow by an average of 10%, and the cost of expenditure can be reduced by $150 million a year.

Adidas regards China as the focus of future development and catching up with Nike.

The current survey shows that 53% of people in China believe that Nike's brand is the most "cool", ranking first, but Adidas also has a recognition rate of 38%, plus Reebok's 15%, which will be close to or surpass Nike after the merger.

And Adidas has signed up as a sponsor of the Beijing 2008 Olympic Games, and after acquiring Reebok, Yao Ming became the spokesperson for the company.

Therefore, Nike may soon feel the threat of Adidas.

Yang Jing: editor in charge