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ANALYSTS SAY REEBOK "FOCUSED AGAIN" AS SALES AND STOCK GO UP
Published March 3, 1997
Reebok was profiled in Sunday's N.Y. TIMES' Business section by Marcia Vickers under the header, "After Tripping On Its Laces, Reebok Is Focused Again." Investors and financial analysts say Reebok is now "giving shareholders a run for their money," according to Vickers, and Reebok's stock has risen from "about" $26 at the start of last year to $46.75 as of Friday, and it is still "relatively cheap," trading at 18.2 times its estimated earnings, "compared with 26.2 for Nike." Salomon Bros. footwear analyst Brett Barakett: "Reebok stumbled in the early '90s. They took their eye off product ... They had become more of a fashion- driven, life-style company. But now they're focused on producing serious-performance athletic wear." Vickers also notes "recent success" with celebrity endorsements "contributing to the sales jump" (N.Y. TIMES, 3/2). A KICK IN THE GRASS: MLS Clash F Eric Wynalda is profiled in the BOSTON GLOBE under the header "The Marketing of Eric Wynalda. A 'Bad Boy' Will Put Best Foot Forward for Reebok." Wynalda will soon join Shawn Kemp and Shaquille O'Neal in a "major" Reebok ad campaign. Reebok VP Peter Moore: "Eric was U.S. player of the year. He is articulate, very good-looking, self-confident, an aggressive player who has become a mature individual" (BOSTON GLOBE, 3/2).