After struggling for so long, it seems like the sportswear brand Reebok is finally climbing out of its hole.  Despite the fact that Reebok is far from the position they were at before being bought by Adidas in 2005, it seems like the right strategy has been adopted to address their weaknesses.

For one, Reebok’s customer segment has been changed to individuals who care about their fitness. Programs such as CrossFit and other similar fitness “boot-camps” are sponsored by Reebok and are using the fitness gear. Another customer segment that Adidas has focused on for Reebok is fashion and luxury. Athletes and regular customers who want both performance and looks from their products will have both addressed by the release of Reebok’s new products, such as the AV 19+ shoe.

Despite the fact that Reebok has lost their contracts with the NFL and NHL, I still believe that they should attempt to achieve more popularity in these sports leagues. With names such as Sidney Crosby still sporting Reebok gear, they have a chance to target more customers and substantially increase their channels, and therefore their profits.

I predict that Reebok will be able to recover and thrive, but then again only time can tell.

Link to article: http://www.reuters.com/article/2013/10/02/us-adidas-reebok-strategy-idUSBRE9911BZ20131002

Link to image: http://www.tritonpromo.com/sites/default/files/product-images/reebok_logo__0.jpg