Adidas Restructures Reebok Management Reebok Seeks To Blend Shopping, Fitness Reebok's Fitness Focus Paying Off Reebok Cap Measures Impacts To Athletes' Heads Weekend Plans With Philippe Dube Company Sues Reebok Subsidiary Over Hockey Bag Reebok Launches "Live With Fire" Campaign Reebok Unveils "Rampage" Jackson Ad Campaign UFC Won't Let Jackson Wear Reebok In Cage Reebok Switches Ad Duties Back To DDB
SBD/23/Sponsorships Advertising Marketing
IRONMAN PROPERTIES GOES FROM WATCHES TO SHOES TO BIKES
Published April 23, 1996
Huffy Bicycles is trying to "burnish" its image among more "particular" bike consumers with two new lines under the Ironman name, according to BRANDWEEK. Huffy's licensing deal with Ironman Properties looks to capitalize on Huffy's "largely unrecognized" expertise. Huffy Marketing VP Bill Smith says with high-end bikes showing the only growth in a flat industry, Huffy can pick up on Ironman's "core equities" of performance, endurance and durability. Ironman hopes to move away from straight sponsorships in favor of "high-visibility" licensing deals modeled on the successful Timex Ironman watches. Ironman has signed a similar shoe deal with Reebok (Gerry Khermouch, BRANDWEEK, 4/22 issue).