REEBOK, DESPITE EARNINGS GAINS, IS NOT SATISFIED

     "Despite gains in sales and earnings," Reebok Int'l
announced that it "failed to meet its first-quarter financial
goals and would cut costs."  Reebok said it has embarked on cost-
cutting measures that include staff reductions at its Avia Group
in OR.  Last week, the OREGONIAN reported that Avia laid off
nearly 10% of its OR-based work force.  Reebok said it would
"streamline its European operations and reduce spending in other
areas."  Reebok Chair Paul Fireman:  "Although consolidated sales
for the 1st quarter were close to outside projections, they were
below our own plan, particularly in Reebok's business outside the
United States, where favorable foreign exchange rates helped to
increase sales in U.S. dollars."  Sales for the quarter were
$935.5M, an increase of 9.1% from '94.  Sales for basketball and
baseball shoes and Greg Norman apparel were strong.  But Avia, a
brand known for its appeal to women, "might be losing some market
share" to Nike, according to Jennifer Black Groves of Black & Co.
in Portland (Chris Reidy, BOSTON GLOBE, 4/19).