Reebok Rolls Out New Delta Logo Reebok Taps Venables Bell For Global Creative Reebok Drops DDB Amid Creative Review Adidas May Replace Reebok In NHL Could Adidas Replace Reebok On NHL Jerseys? Reebok Launching "Fitness In Motion" Campaign Adidas Restructures Reebok Management Reebok Seeks To Blend Shopping, Fitness Reebok's Fitness Focus Paying Off Reebok Cap Measures Impacts To Athletes' Heads
Upcoming Conferences and Events
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).