SBD/6/Sponsorships Advertising Marketing

REEBOK LOOKS TO REORGANIZE, REGAIN MOMENTUM, DEVELOP

     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).
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Related Topics:

NBA, NFL, Nike, Reebok

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