Reebok'S "Rebirth" Increases Competitiveness In The US Market

and

Although the current market position is very different, in the history of sporting goods development in the United States, two years can be regarded as the veteran brand.

In the 70s of last century, the sporting goods industry in the United States began to usher in an outbreak. First, Nike (NIKE) was formally established. After a few years, Reebok also appeared in the North American continent.

It is only because Reebok's ancestors are not in the United States. It is an outsider.

As early as 1895, Joseph Foster, from Bolton, England, designed a Joseph Foster.

This is the first nail race shoe in the world, and then he set up a special company with his sons.

1958, Joseph Foster's two Sun Ziqiao and Geoff jointly founded the Reebok Co.

However, in 1979, the history of Reebok began to turn. In an international sports shoes trade exhibition held in Chicago, a person named Paul Felman (Paul Fireman) noticed Reebok and finally won Reebok's franchise in the United States.

In this way, Reebok began to weave their own American dream.

It can be said that in the US in the 80s and 90s of last century, the competition before Nike and Reebok was the main theme of the sporting goods market.

In 1986, Reebok started to launch the most representative brand of LOGO. At the same time, the company began to exert itself in the field of professional sports.

By the end of 80s, Reebok's sales had reached nearly $1 billion.

In 1989, Reebok launched Reebok Pump sneakers for the company to bring a special boom, the series of inflatable technology and market influence, Reebok once had the opportunity to defeat Nike.

In 1991, Di Brown, a player signed by Reebok, defeated Jordan in the slam dunk contest, which led to the frenzied pursuit of consumers.

Within 18 months after the advent of the sneakers, sales reached 4 million pairs, setting a sales of $500 million.

By 1992, more than 100 professional athletes were wearing Reebok Pump sneakers, including Shaquille ONeil, who has just stepped into the NBA alliance.

In the mid and late 90s, Reebok shifted its focus of development. It created a series of new sneakers for rugby, baseball, soccer, track and field and other sports, and began signing large scale famous athletes. Iverson, Stojakovi, Williams, Roddick and Yao Ming became the most distinctive symbol of Reebok.

It can be said that it is the peak age of Reebok.

By twenty-first Century, Reebok has cooperated with four major professional sports alliances in North America.

In 2000, Reebok signed a 10 year contract with NFL to become the exclusive sponsor of the Union sports shoes and sportswear.

A year later, Reebok became the exclusive sponsor of NBA, and it also included a 10 year sponsorship of WNBA from the 2004-2005 season.

In addition, Reebok also acquired NHL's sponsor CCM, and began to master NHL's arena resources in 2004.

Meanwhile, Reebok has signed a 4 year contract with MLB to become its official supplier of sports shoes.

However, few people would think that the decline of Reebok will come so fast, of course, all of this is directly related to the takeover of the world.

Speaking of which, we have to mention Paul Felman, who once brought Reebok to the United States.

As early as 1985, Reebok completed the listing. Shortly thereafter, Felman became the Reebok Co's CEO.

After several masters such as Robert Mills and Karl Jankowski, Felman once again sat on the throne of Reebok CEO.

However, it was he who handed over his own foundation to Adidas, which has become a turning point in Reebok's rapid decline.

In August 2005, in order to expand its share in the US market, Adidas stepped up its encirclement and suppression campaign against Nike and completed its acquisition of Reebok for $3 billion 800 million.

The most direct impact of this paction is Reebok's sponsorship of NBA and WNBA's sponsorship rights to Adidas.

It is reported that Felman acquired $800 million in the purchase, and only a few months later he completely separated from Reebok.

Years later, facts show that the integration of Adidas and Reebok is a double losing business.

Although Adidas allowed NBA players to wear their own shirts on the field, but because of the lack of brand exposure, it was unable to shake Nike's dominance in the NBA alliance, and finally gave up.

However, Reebok's short-term stimulus to Adidas's performance is still significant.

By contrast, Reebok's situation is much more dismal because it has to face up to its role as a Adidas donor.

As Reebok's parent company, Adidas has focused its attention on the struggle against Nike, and later competitors such as Under Armour, and has no time to take care of Reebok.

Against this background, Reebok lost its position and pferred NBA to its parent company. In 2010, Reebok lost NFL again.

Five years later, it was Adidas, who grabbed the sponsorship of NHL's jerseys and head guards from Reebok.

{page_break}

The almost emptied Reebok is completely lost. There is no good marketing resources, and no products that can make people look bright. What can be placed in front of it is only gradually evaporating on the market.

More importantly, Adidas's long term life in the North American market is not so good, and rumors about selling Reebok are coming up one after another.

Of course, today, Reebok is still a part of Adidas, the clock back to three years ago, Adidas finally thought of what to do for Reebok.

Since 2013, Reebok has decided to pform itself into a fitness brand. It has no chance in the mass sports market.

In March 2014, Reebok launched a brand new logo Reebok Delta, which also declared the end of Reebok's era.

In fact, Reebok is no stranger to the field of fitness.

Reebok's debut in the United States launched the first woman designed sneakers Freestyle has raised a fever in the field of fitness.

In 2010, Reebok signed a sponsorship contract with fitness company CrossFit for ten years. The company was established in 2000 and has established more than 10000 clubs in the world.

In addition, Reebok also named the CrossFit world championships every year, and signed a contract with CrossFit sports player Maridge F Rich (Rich Froning Jr.).

In 2013, Reebok signed another cooperation agreement with another fitness brand, Les Mills, which is a fitness company larger than CrossFit.

In early 2015, Reebok launched the largest brand promotion campaign in the past 10 years, with the theme of "Be More Human".

In the early stage of North American promotion, Super Bowl advertising and interactive websites have been used.

At the same time, Reebok is also trying to expand the brand to some commercial development space and loved by the American people, so that it can complement Adidas to a certain extent.

In July last year, the six year contract signed by Reebok and UFC came into force. In addition, Reebok also fought the fighting stars such as Longda and Rossi.

Reebok, which rediscovered its location, began to revitalize in the market, and signed a contract with the new generation of supermodel Gigi Hadid recently, aiming at further opening the women's fitness market and opening the first brand new image store in Wuhan.

Although in the face of Nike and Under Armour, these actions can only be regarded as small and small, but for Reebok, which is silent for a long time, this will be a brand new start.

Even more gratifying is that Adidas's new CEO Caspar Rost has also attached great importance to Reebok. He decided to spend 30 million euros to restructure the Reebok brand.

At a conference call shortly after taking office, Rothd pointed out that he would put more energy into Reebok.

Next year, Reebok headquarters will move to another new location in Boston. In addition, the group will streamline Reebok's organizational structure, develop wholesale business with partners and reduce the number of discount stores in the United States by half.

Anyway, Adidas, who has put Reebok on the shelf for too long, finally came up with the idea of optimizing the assets. After all, letting it develop into a mess is very bad for anyone.

From the data given by Forbes, Reebok's brand value has not stopped the pace of decline.

Compared with $1 billion 100 million in 2013, Reebok's latest brand value is only $800 million.