Word: appareled
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...afford to gloat--and even hint that Reebok might again have a shot at unseating Nike, the champion of footwear. The roster of top athletic talent and deals with the NFL and the NBA have turned Reebok from an also-ran into a contender for domination of the athletic-apparel market. Sure, Nike owns 36% of the U.S. sneaker business right now, compared with Reebok's 11%. But the league deals represent a long-term threat to the Swoosh. For one thing, it means that if Michael Jordan returns to the game, no matter what he wears on his feet...
...dead maker of fad sneakers, is back. Since signing Iverson, Fireman has pulled down endorsement agreements from women's tennis giant Venus Williams, sponsored two seasons of Survivor and inked a deal with the National Football League to be its exclusive supplier of uniforms and sideline apparel. But the real victory came this month when Fireman and NBA commissioner David Stern announced a 10-year arrangement that makes Reebok the official outfitter and marketer of game uniforms and warm-up gear for the entire NBA. "It was amazingly foolish for Nike to lose the NFL," says Fireman. "But to lose...
...baseball, basketball and soccer, where such rivals as Nike, Adidas and New Balance were already slugging it out. "Women started feeling like we had lost track of them," says David Perdue, who was brought in by Fireman this year to run Reebok's main lines of business, sneakers and apparel. "And kids too found us not to be relevant." As declining sales forced the company to cut back on R. and D., the styling of Reeboks across the board fell out of favor. John Shanley, an analyst with Wells Fargo Van Kasper, puts it this way: "Reebok shoes started looking...
Madagascar, with its bright-eyed lemurs and forested hills, has tried hard to buoy its ailing economy by attracting Chinese investment. The nation's free-trade zones are dotted with apparel factories run by Chinese overlords and staffed with Chinese contract laborers. Last year, Madagascar doled out 600 visas to Chinese workers who construct everything from new roads to button-down shirts. Chinese factory owners prefer to ship in their own countrymen because, as one boss put it: "They work harder for less money." Miss Xu hails from Nanjing, the river port from which Zheng He launched his fleet...
...sector eagerly rooting for a comeback: athletic-apparel makers, who dream of a rerun of the mid-'90s Brand Jordan boom. You would too if your marketing fortunes were tethered to lesser hoop gods like Kobe, Shaq and Iverson. Jordan jerseys and T shirts are being ordered, sneakers designed, copy written in anticipation. "Michael Jordan coming back isn't even a national event," gushes an apparel executive. "It's global. He's a huge, free-standing business, and he pulls the rest of us along with him." Of course, if anything is dampening enthusiasm, it's the Wizards dull image...