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REEBOK LOOKS TO REORGANIZE, REGAIN MOMENTUM, DEVELOP
Published February 6, 1996
Reebok Brands Unit Chair Robert Meers said Sunday his goals include reorganization of the company "to try and regain momentum." At the Super Show in Atlanta, Reebok execs announced profits were down 35% in '95, to $164.8M. Meers predicted a "very, very, hard year" with "no overnight solutions." In Boston, David Halbfinger reports Reebok's plans include "elevating product development to the same status within the company as marketing, reshuffling key managers" in Reebok's North American and Japanese units and "creating a logistics unit to serve" as a "worldwide rapid-deployment force" for Reebok products. Meers' strategy of developing Reebok, "not merely its products -- also appears to emulate" Nike's "trademark swoosh" (BOSTON GLOBE, 2/5). INTRODUCTIONS: Reebok will have its brand on a third of the participants at the '96 Games, more than any of its competitors, and stressed its Olympic involvement at the Super Show. Reebok unveiled its medal presentation award suits and apparel for the seven countries that will wear its gear: Russia, Jamaica, New Zealand, Ireland, South Africa, Brazil and Poland. Each design will feature a kinetic, circular design. New Reebok equipment licensees include Watch Reebok, a division of CT-based Callenen Int'l making branded timepieces, and Versa Training fitness equipment. For Fall '96, Reebok's NFL Sideline collection will be available in all 30 teams. Also, Reebok will debut NBA and new collegiate lines. Schools include Michigan State, UCLA, Texas, Notre Dame, Ohio State and Florida State (Reebok).