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SBD Global/June 27, 2012/Marketing and Sponsorship

Reebok Looking To Revamp Trend, Make Up For Early Losses

Adidas is planning to use a "tough keep-fit trend and retro products to increase sales at Reebok" to €3B ($3.8B) by '15, according to Clarissa Hartson of THE FINANCE PAGES. With Reebok's sales down 7% in the first quarter and annual sales expected to fall from last year's €1.96B ($2.5B), its performance contrasts sharply with the rest of adidas, which expects overall sales to rise nearly 10% in '12. Adidas CEO Herbert Hainer said that the company did not want Reebok to be seen as a women-only brand, "and that a tie-up with gruelling Crossfit, a fitness regime currently sweeping the U.S., along with more retro Classics products should help regain it some luster" (, 6/25).
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