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Reebok International Limitedwas founded in 1895 inBolton,Greater Manchester,United

Kingdom (UK). It is a subsidiary of the German groupAdidassince 2005,[4]

and is a producer

ofathletic shoes,clothing,and accessories. The global headquarters is located in Canton,

Massachusetts; with regional offices inAmsterdam(EMEA),Montreal(Canada),Hong

Kong(Asia Pacific) andMexico City(Latin America)

The name comes from theAfrikaansspelling ofrhebok,a type of Africanantelopeorgazelle.In

1890 in Holcombe Brook, a small village six miles north east of Bolton, Joseph William Foster

was producing and selling regular running shoes when he came up with the idea to create a

novelty spiked running shoe. After his ideas progressed, he joined with his sons and founded a

shoe company named J.W. Foster and Sonsin 1895.[6]

In 1958, two of the founder's grandsons Joe and Jeff Foster renamed the company "Reebok" in

the United Kingdom, having found the name in a dictionary won in a running race by Joe Foster

as a boy; the dictionary was a South African edition, hence the spelling .[7]

The company lived up

to the J.W. Foster legacy, manufacturing first-class footwear for customers throughout the UK. In

1979, Paul Fireman, an American sporting goods distributor, saw a pair of Reeboks at an

international trade show and negotiated to sell them in the U.S.[6]

A website glitch that affected the Reebok UK online store in November 2013 resulted in

customers being mistakenly offered personalised "CrossFit Nano Speed" training shoes for free

only delivery charges applied. Within 24 hours, Reebok received 328,815 orders. Reebok refused

to honour the orders, with a Reebok spokesman stating: "Clearly, it was not Reebok's intention to

offer this product for free ... We have apologised to the consumers affected and offered them a

one-off discount of 20%, which they can redeem at Reebok.co.uk to mitigate any inconvenience

that this error may have caused." (http://en.wikipedia.org/wiki/Reebok#Tennis)

The Reebok brand got its beginnings back in 1958 when it branched out as a sister

company to JW Foster and Sons. Beginning in 1895, JW Foster and Sons started to

manufacture shoes and sell them all over the United Kingdom. Even though they never

garnered much attention, they were successful enough to be worn by the athletes in the

1924 Summer Olympics.

Then in 1958, Fosters grandsons decided to branch out to form a new company which

they would call Reebok. They picked the name Reebok, which means African Gazelle,

because they wanted to depict speed, style, and grace. Even though the company was

selling the shoes at a decent rate in the United Kingdom, they were still having a hardtime getting the shoes noticed on a world wide scale.

But in 1979 this would all change. At the Chicago International sneaker trade show, Paul

Fireman took notice of the Reebok brand. At the time, Fireman was working for an

outdoor sporting goods distributor, and immediately saw great potential in the Reebok

brand. He was drawn in by the customization of each shoe, as well as the high

quality. Fireman felt that those two qualities alone would make this brand a hit with the
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North American population. Without wasting anytime, Fireman negotiated a deal to

license and distributes the Reebok brand in the United States; it was at this time that

Reebok USA was born.

That same year, Fireman introduced three running shoes to the market. He had so much

confidence in the product that he priced the shoe at $60 which made it the highest priced

offering on the market. By 1981, Reebok USA had exceeded $1.5 million in sales; and

this was all done by selling simple track shoes.

In 1982, the company made a move that took the sneaker industry by surprise, and sent

sales through the roof. Reebok introduced the first athletic shoe for women. This move

helped Reebok grab the majority of the market share in the early 1980s

Then in 1989, Reebok introduced the Pump to the basketball world. These shoes were

designed specifically with basketball in mind. The shoe used an air bladder which couldbe inflated by a small pump that was located on the tongue of the shoe. The pump was in

the shape of a basketball, and when pushed it would inflate the bladder so that the shoe

would conform tightly around the ankle. This shoe was designed to take on the Nike

Air, and debuted with a sticker price of$170; nearly double the price of other basketball

shoes. But despite the huge price difference Reebok had a hit. Over a four year period

they sold over 20 million pairs worldwide.

These enormous sales numbers were aided by Boston Celtic rookie Dee Brown in the

1991 All-Star weekend Slam Dunk contest. Brown came out for the competition sportingthe black, white, and orange Pumps. In a moment that will forever be remembered by

basketball fans, before Brown took off for his final dunk he leaned over and pumped up

his Reeboks. After throwing down the contest clinching dunk (covering his eyes with his

arm) he bent forward and deflated his pumps. The crowd went wild, and the Reebok

Pumps gained instant notoriety as kids everywhere felt like this sneaker could take their

game to the game level.

But just as quickly as it took off, the Pumps began to fade out of the public eye. This left

Reebok without a number one seller, and scrambling for another big break through.

As sales continued to decline throughout the 90s, Reebok was looking for a way to

regain a share of the market that was being dominated by Nike. After numerous efforts

failed to produce results, Reebok decided to look for endorsements as a way to increase

brand awareness.


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In 1996, they pegged NBA newcomer Allen Iverson as a target. From 1996 to 2000,

Iverson and Reebok had a lot of success promoting the brand both on and off the

court. With Iverson quickly becoming an NBA superstar, his shoe which was known as

The Answer was selling at a fast pace and helping to bring Reebok back to the

forefront of the industry. In 2001, Reebok made a huge commitment to Iverson by

signing him to a life long contract which guarantees that he sports the brand until his days

in the NBA are over.

Then in 2005, during NBA All-Star weekend Reebok introduced the new ATR (Above

the Rim) Pump. This shoe is based off of the same technology as the original Pump, but

this time the pump is located on the outer ankle of the shoe. It again allows for the athlete

to get a perfect fit. During the 2005 All-Star game, NBA superstars Allen Iverson and

Yao Ming showcased the ATR Pump to the world. This gave the industry their first look

at the new Pump in action. In addition to Iverson and Ming, superstars Steve Francis,

Baron Davis, and Jerome Williams are also wearing the new Pumps.

Shortly after the new ATR Pump debuted, Reebok was shook up once again. They were

bought out by Germanys Adidas-Salomon for $3.78 billion. The reason for this merger

is quite clear to everyone in the sneaker industry. Reebok and Adidas were constantly

dueling it out for second place behind sneaker giant Nike. They feel that by joining

forces, they may be able to overthrow Nike and become the number one sneaker

manufacturer in the world. But they still have a long way to go before this comes tofruition. In 2004, Nike had approximately 36% market share in the United States shoe

industry; where as Adidas and Reebok combined for about 21%.

With Reebok joining hands with Adidas, they are looking to regain the popularity that

they experienced in the early 90s.By continuing to build and market products around

NBA superstars, Reebok kicks will soon again be popular among ballers all over the

world.

http://www.hoopsvibe.com/features/43977-the-history-of-reebok-in-the-sneaker-industry

LOGO:

The original Reebok logo depicts the Union Jack, portraying the companys humble beginnings in

Bolton, England in 1895. In 1986, Reebok unveiled a second emblem, often termed as the
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vector. The emblem was introduced to symbolize a new era of performance product. Its design

was inspired by the cues on the product, often called the side stripe cross check.

In 1996, the Reebok logo underwent only a few minor changes. Reebok took a big step in 1998

and took away their logotype, while using only the cross check which appeared on their

products very aesthetic. In 2000, the company once again took out the logo and used only

logotype, which was further modified and made more modern in 2002.

In 2004, the logotype, too, was discarded, and the cross check was reissued. To attain a bigger

link to the youth market, the company brought in a new tier of product called Rbk in 2001. The

wide success of this rebranding madeReebok to look at its overall branding scheme and learn

that the future of the brand would be more effectively depicted by this new logo. The Rbk

logowas created by theArnell Group.

Celebrating the 50th anniversary of the brand name in 2008,Reebok brought back its brand

identity from Rbk to Reebok. While Rbk worked for their brand identity, the culture and the

business, Reebok is timeless and manifests the companys high values. The current Reebok logo

designfeatures a new font that is modern yet simple, complementing the brand identity and

reflecting thebrand values.

http://www.famouslogos.us/reebok-logo/

Slogan:

The Reebok slogan is 'I am What I am'. The Reebok logo is reminiscent of double

carriageway merging into a single carriageway with a road bridge running across it.

In February 2005, "I Am What I Am" was a multifaceted campaign which linked all of the brand'smarketing and advertising efforts under the "I Am What I Am" umbrella. The campaign encouraged young

people to embrace their own individuality by celebrating their contemporary heroes. Celebrities featured

in the campaign included music iconsJay-Z,Nelly,Daddy Yankeeand50 Cent;top athletesAllen

Iverson,Donovan McNabb,Curt Schilling,Kelly Holmes,Iker CasillasandYao Ming;screen starsLucy

Liu,John LeguizamoandChristina Ricci;and skateboarderStevie Williams.

In 2010, Reebok's "I Am what I Am" Campaign was revived, aimed at the 15-20 age group. Celebrities

featured in the ad campaign were under 20, including ice hockey players Jonathan Jayasinha and John

Tavares,footballersMatthew StaffordandAndre Smithas well as basketball playerDerrick Rose.

Portofoliu de Marci & Extindere:

Face parte din Addiads Group din 2005, o alianta formata cu scopul de a concur cu liderul pietei: nike,

si a a-si mari fiecare cota de piata, aceste 2 branduri fiind mereu intr-o batalie constanta pentru locul

2
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Reebok Shoes

Reebok Clothing

Reebok Accessories

Reebok Sports

Reebok Kids

Subranduri:

USA

Skyscape :

NHL:

NHL Fan gear

Crossfit:

Echipament ce presupune o imbinare de echipamente pentru practicarea multiplelor miscari sportive

intr-o singura sesiune

UK:

Reebok^ONE

Zigtechspeed, cushioning, energy return

Realflexnatural motion, flexibility, stability

Crossfit


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skateboarding shoe available called the DGKs. I guess they are trying to knock Nikes SBline out the box......YEAH RIGHT!!

Reebok also has worked with many famous people like 50 Cent, Jay Z, Nelly, Daddy Yankee,

Pharrell, Stevie Williams, Shag, Allen Iverson and many more.

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