Today, the news of Reebok’s false advertisement was revealed to many dissatisfied customers after many promising sales pitches. Reebok, a subsidiary of Adidas, is known for its athletic apparel and shoes, but not for its dishonest advertising. Reebok’s Easy-Tone line of runners were stated to be built with “pockets of moving air which create ‘micro-instability’ that tones muscles” for up to “28% firmer buttocks and 11% strengthened calf (as well as) hamstring muscles.”

According to the Federal Trade Commission, these so-called scientifically tested facts were entirely false. Until 2010, the Reetone’s produced $1 billion in sales before its demand fell rapidly. Reebok has agreed to pay a $25 million fine for its false claims “to resolve government allegations.”

In accordance with what we learnt in class 6, Reebok’s brand name is significantly damaged due to its devious marketing strategies. Can Reebok recover from such a distinct blow to its name? In the minds of consumers, not only does Reebok have a black stripe, it has placed itself in a vulnerable position where the competition has a firm point of difference. Reebok will need to boost itself up by introducing a new and honest innovation.

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