Reebok Done Entertaining

MSNBC: Adidas, the German sporting goods company that recently acquired US rival Reebok, plans to reposition Reebok as a performance brand, said Herbert Hainer, Adidas’s chief executive.
While Adidas is known for engineering athletic shoes – last year it launched Adidas I, a $250 high-tech wonder dubbed “the world’s first intelligent shoe” – Reebok has emphasised casual footwear.
Endorsement deals with rappers Jay-Z and 50 Cent have given the Reebok brand broad appeal among the more fashion-conscious urban consumers.
Speaking by satellite to a strategic footwear forum hosted by the World Shoe Association, Mr Hainer said: “There is no doubt that we will position Reebok back more to a performance brand than it has been over the last two to three years. Reebok was one of the first to bring a lot of technology into the market.”

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.