adidas A Defining a Strategy for Reebok Ramon CasadesusMasanell Karolin Frankenberger Claudio Feser
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“Adidas had two competitors, Reebok and Fila, which were established companies with the same marketing strategy. Therefore, there was no specific strategic need for creating a new brand as Adidas already had strong existing brands. Adidas was not planning to disrupt any market. So, it was easy to choose a brand for its existing brand. In fact, Adidas chose Reebok because they had the necessary resources to create a new brand. “ Adidas did not have the financial resources to create a new brand. They needed a new brand for the Reeb
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Reebok bought a 50% stake in Adidas in 1974, with Masanell Karolin Frankenberger as president of Reebok. A year later, in 1975, it acquired the right to manufacture and market shoes for Adidas. Reebok’s sales rose by 200% year-on-year by 1976, when Frankenberger’s strategy was a simple, but profound one. Reebok decided to produce shoes by its own. It
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Adidas has been involved in some of the most influential events in history, so its future success lies in a cohesive, disciplined, and strategic plan. That is why a reassessment of Reebok’s strategy has become a pressing matter. Reebok, a 1920s adventurer and the first sport brand, was founded by an engineer. As a result, its “Rebel” brand stands for rebellion and rebel attitude. In contrast to traditional sports branding, Reebok has had a unique culture that
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Adidas launched Reebok in 1988. In January 1996, Reebok changed their name to Adidas. In 2002, they acquired New Balance. Adidas is still a major player, but they must do something different to stay relevant. One option is to focus on creating a premium brand and selling it more directly to customers, but this means they need to be careful not to alienate existing brand fans. Reebok has a successful retail operation, but they are missing the innovation part. In
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Reebok’s founder, John H. Reed, used the sport of gymnastics as inspiration. His vision was simple: make top gymnasts feel comfortable, stylish, and protected while doing some of the most demanding and challenging activities in the world. In 1974, Reebok sold for $46 million. Its core strength was an athlete’s identity and how they perceived their brand, their clothes, their training, their accessories. find this However, for the last 16 years Reebok’s story