Reebok Case

Global Marketing and Sales
Assignment 1
Group 5
Murat DEVECI – L4489
Tarique Adnan- M3061
Yusuf Erdogan – N3411
Wen Xiaoai ---N3411
Fernando Espinosa –L4825
Group 5
Global Marketing
and Sales
October 2019
Reebok
Joseph William Foster created
one of the earliest spiked
running shoes at the time, and
after five years of progression,
he discovered his company in
the name of ‘J.W. Foster’.
Soon after, he would involve his two
sons into the family business, changing
the company name to ‘J.W. Foster and
Sons’. They then opened up a factory
The Classic called Olympic Works and it was not
long before they became well-known
among athletes for the use of spikes on
running shoes, making them pioneers.
Grey Rhebok
In 1958, two of the founder’s
grandsons Joe and Jeff Foster
formed a companion company
called “Reebok”.
As for where the name
originated from, it comes from
a species of an African
Antelope (Grey Rhebok).
In 1979, Reebok caught the attention of an
American businessman called Paul Fireman at
the Chicago International Sneaker Trade Show.
The Expansion of
Fireman was working for an outdoor sporting
Reebok goods store when he decided to negotiate a deal
which would allow him to license and distribute
the brand in the United States.
With the negotiations complete, the
The Expansion of division would be called ‘Reebok USA
Ltd’. The negotiation Fireman made
Reebok would prove to be a big success as
Reebok earned over $1.5 million in
sales.
Reebok’s Aims and Star Signings
Reebok addressed their aim to
focus on three trend growing
aspects;
• exercise,
• increasing the number
of women involved in
sport,
• street culture/casual
wear.
So how did they do this?

Well 1982 saw the release of ‘The
Reebok’s Aims and Freestyle’, which was the first athletic shoe
designed for women. Fitness pro Gin Miller
Star Signings became the face of the company’s aerobic
fitness campaign and program, ‘Step
Reebok’.
Reebok’s Aims and
Star Signings
Reebok achieved sales figures

of $13 million and ‘The
Freestyle’ trainer still remains
Reebok’s the most sold shoes
throughout their history.
Reebok’s Aims and
Star Signings
1986 marked the switching of their
founded Union Jack logo to the vector
logo, still with an abstract Union Jack
streak. This saw the company begin to
present themselves as a performance
brand, as they started to negotiate
deals between professional athletes
within the NBA and NFL; examples
being Shaquille O’Neal, and Eli and
Peyton Manning.
Reebok’s
Aims and Star
Signings
They later branched out to multiple sports, from
tennis – with the signing of Venus Williams after
winning singles titles at Wimbledon and the 2000
Summer Olympics – to Football, with big name
players like Thierry Henry and Ryan Giggs.
Reebok’s Reebok also made another piece of
history by signing their first non-athlete
Aims and in music artist Jay-Z. The shoe was
Star Signings labelled ‘Reebok S. Carter – Jay Z’.
Reebok’s Aims and
Star Signings
August 2005 saw big-name brand
Adidas acquire Reebok as a
subsidiary, meaning that two of the
largest sport companies would unite
but still maintain procedures under
their separate brand names. Adidas
then acquired all outstanding shares
from Reebok, leading to completed
deal of $3.8 billion.
Reebok’s
Aims and Star
Signings
As a result of this deal, Adidas took over
as the official uniform and apparel
supplier for the NBA in 2006.
Reebok’s Aims and
Star Signings
Reebok now sponsors The UFC for
all their uniform and apparel,
and as for footwear, they offer a
high range of sporting goods as
well as casual footwear – another
one of their aims.
Video case study Reebok
Question-1
Which of the internationalization theories is best for explaining the Adidas acquisition of Reebok?
• Full ownership
Question-2
What could be the motives behind Adidas’ acquisition of Reebok?
• To improve the market position of, Adidas in the US, and Reebok in Asia and Europe
• To have a more complementary brand portfolio (TaylorMade, Rockport, etc.)
• To have a more complete product portfolio
• To increase the visibility of the brand by having access to new licenses, sponsorships
• To increase the know-how, and technology capabilities
Question-3
Which of the three internationalization theories is best for explaining whether Reebok follows the
establishment of its retailers, for example Foot Locker, in international markets?
• The network model
• To increase the market share, a channel network could be established
Question-4
Is Reebok able to copy its US marketing approach (connecting to the youth segment through famous
rappers, like 50 Cent) in other international markets?
• Yes, it is again possible to reach a specific consumer family by working with a celebrity

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Global Marketing and Sales

So how did they do this?

Reebok achieved sales figures

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