Reebok's English name "Reebok", the original meaning of the word, is a kind of antelope in southern Africa. It is light and good at running. Reebok hopes that after wearing Reebok sports shoes, consumers can run across the vast world like a Reebok antelope and fully enjoy the fun of sports.
Reebok International, headquartered in Canton, Massachusetts, designs, sells and distributes sports shoes and fitness shoes globally under the brands Reebok, Rockport, CCM, JOFA, KOHO and Greg Norman. , casual shoes, sportswear and equipment, and designs, sells and distributes footwear products under the Polo Ralph Lauren brand. In 1895, Joseph William Foster out of his love for sprinting, but also suffered from no With enough funds, he personally tried to install nails on the shoes. This was the world-famous first pair of spiked shoes at that time - "Foster Running Shoes". The birth of spiked shoes caused a great sensation at the time. At the end of the 19th century and the beginning of the 20th century, runners from many countries wore these "Foster running shoes" into the competition.
In the following days, Joseph 6?1 Foster did not feel complacent about the success of "Foster Running Shoes", but encouraged him to continue moving forward along with this rising trend. In 1896, Mr. Joseph Foster created the first pair of inflatable sports shoes named after PUMP, and established a company specializing in sports shoes "Fosters" in the UK to start manufacturing suitable sports shoes for top professional athletes. Shoes, and this company is the predecessor of the current international sports brand giant Reebok.
As time goes by, Fosters (Foster Company) continues to expand, focusing on designing lighter sports shoes to increase the speed of athletes, and extending its business tentacles to other areas of sports. . In 1958, Foster's two grandsons, Joseph Foster and Jeffrey Foster, changed the brand name and trademark of "Foster" to "Reebok". Reebok, pronounced in an African dialect, is a small African antelope that is small and extremely fast. It is named after "Reebok" because its high-speed running and light body represent the sports spirit of Reebok. In addition, the regular footsteps of the antelope running "da... da... da..." also vividly foreshadows the Reebok can run lightly and steadily in the increasingly fierce sports brand market!
In just over ten years, Reebok's business grew rapidly. By the 1970s, it had become one of the top ten best brands in the world and was highly favored by consumers. In 1977, Reebok began to move his career towards overseas markets. His first overseas target market was the U.S. market with great potential. By 1981, her sales had exceeded $1.5 million. Footwear sales continued to rise, soaring to $1.4 billion in 1987, a 10-fold increase from 1981. Reebok is considered the fastest growing company in America.
1992 was a period of transformation for Reebok. Reebok shifted its market focus from fitness apparel to other sports, especially the development of basketball shoes. Combining the previously developed PUMP technology, Reebok has developed a number of basketball shoes that combine high technology, comfort and safety. This series of changes has been favored by many professional athletes, who have signed contracts with Reebok and designated Reebok as their sponsor of sports shoes and sportswear.
Today, among the four major sports leagues in the United States, the game apparel of the three major leagues, NFL (American Football League), NBA (National Basketball League) and NHL (National Hockey League), are all made by Reebok. Available exclusively.
Reebok
Currently, Reebok has changed its global brand logo from the original "Reebok" to "RBK" and launched the "I AM WHAT I AM (I am me)” is a positive statement. The new black-on-white RBK logo is clean, concise and sporty, emphasizing Reebok's recognition of the popular joint culture of American cash (including streetball, street music, and street art).
"I AM WHAT I AM (I, am me!)!" is Reebok's new declaration, injecting new connotation into the traditional sports brand Reebok. It encourages young people, in an era full of innovative and independent spirit, to speak out their opinions loudly, stride towards their own path, boldly show off their own style, and plan the future according to their own wishes. Use full confidence to insist on your own independence, use a clear understanding to decide your future, and integrate multiculturalism with an international perspective! "I AM WHAT I AM!" is a very American expression of self, which emphasizes the life attitude of self-confidence, self-improvement and self-esteem. RBK's series of star images also show their duality on the court and in life, highlighting their spirit of always maintaining themselves. This is the new spirit of RBK Reebok!
Reebok - Acquired by Adidas
Reebok
Today, in the world sports goods market, the top three are Nike, Adidas and Reebok. Soon, this ranking may change. Because Adidas-Solomon, headquartered in Northern Bavaria, Germany, will acquire all shares of Reebok for US$3.8 billion. After the merger of the two companies in early 2006, the new company's annual revenue will reach US$12.3 billion, close to Nike's US$13.7 billion in 2004-2005; its share of the global sports goods market will also reach 20%, close to that of Nike. Chasing Nike's 1/3 share will pose a strong challenge to Nike.
According to the agreement, Adidas will purchase Reebok's shares at US$59 per share, which is 34% higher than Reebok's stock price of US$43.95 before the announcement. Adidas will also receive US$550 million from Reebok. of debt. After the merger, Reebok will continue to retain its own brand. The headquarters for producing the brand will remain in Canton, Massachusetts, and will still be managed by former Reebok CEO Paul Faamen. Adidas has also guaranteed that it will not lay off a large number of Reebok's 9,100 employees, because this merger is not entirely Adidas swallowing up Reebok, but a combination of two powerful companies, and it does not require too much restructuring costs and expenses.
Although Adidas and Reebok have competed before, their products have their own characteristics and their markets do not completely overlap. The strength of Adidas products lies in their excellent professional performance. They have specialized basketball shoes and football shoes, which are aimed at athletes; while Reebok products are characterized by being novel and fashionable, serving the fitness activities of ordinary people, and targeting consumer groups such as women and young people. and consumers in general. The combination of the two companies will be well-positioned to expand market share, especially in the U.S. market where Adidas previously had a small share. In addition, other sports products of the two companies, such as Reebok's golf equipment and clothing and Salomon's ski equipment and clothing, can also make the new company stronger in the world sports goods market.
Reebok's products
In addition to quality, a very important factor in the best-selling sports products is star effect. Which sports and entertainment star wears any brand of clothing and shoes, his fans will imitate and buy it. That’s why major brands use sports and entertainment stars to advertise. After the two major companies merged, their star teams also merged and expanded. For example, Reebok has NBA stars Yao Ming and Allen Iverson; Adidas has football star David Beckenham and singer Missy Elliott, who will all become spokespersons for the new company. In addition, the merger will also bring Reebok's original equipment and apparel exclusive contracts with the NFL, NBA, American Hockey League and Baseball League to the new company.
Not only that, the new company will have greater advantages in influencing retailers, purchasing media advertising, and signing various sponsorship contracts, because in the past, the two companies were only in Europe or America respectively. The market has an impact, and the new company spans two continents, has a wider sales network, and has a global impact. This is the effect of one plus one being greater than two. As a result, the new company expects its revenue to grow by an average of 10% and its expenses to decrease by $150 million per year.
Adidas regards China as the focus of future development and catching up with Nike. The current survey shows that 53% of people in China believe that Nike's brand is the "coolest" and ranks first. However, Adidas also has a 38% approval rate, plus Reebok's 15%. After the merger, it can be close to or close to More than Nike. Moreover, Adidas has signed a contract as a sponsor of the Beijing 2008 Olympic Games. After acquiring Reebok, Yao Ming also became the spokesperson of the company.
Therefore, Nike may soon feel threatened by Adidas.
Reebok - Main spokesperson Yao Ming is a super center from China. In 2002, he joined the NBA Rockets as the first foreign No. 1 pick in history. Since then, he has made amazing progress every year, and in the international arena, Keep proving yourself. In the 2006 Men's Basketball World Championship, he topped the scoring list with an average of 25.3 points per game, and successfully renewed his contract with the Rockets for five years with an annual salary of over 10 million.
Allen Iverson, also known as Answer and AI (or A3), was the No. 1 pick of the 76ers in 1996 and led the 76ers The team once reached the NBA Finals. The Rookie of the Year in the 1996-97 season and the regular season MVP in the 2000-01 season, becoming the shortest MVP in league history. He also became a regular season player three times in the 1998-99 season, 2001-02 season, and 2004-05 season. The scoring champion.
Thierry Daniel Henry Thierry Daniel Henry (Thierry Daniel Henry,) is a famous French football player who serves as a forward and currently plays for the Spanish Barcelona team. He is an active French international and currently a Arsenal player. The holder of the highest goalscoring record for the Namibia team, the English Footballer of the Year from 2003 to 2004 and the four-time French Footballer of the Year.
Rorina Kraft Swedish women's heptathlete Carolina Kraft is the double champion of the 2003 World Indoor Athletics Championships and the World Athletics Championships. At the World Championships, Kraft won the women's heptathlon gold medal with a total score of 7,001 points and became the third women's heptathlete in the world to break the 7,000-point mark.