Word: firemanning
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...Kennedy, who also hid behind the pillar, says he grabbed the arm of a woman in an effort to pull her behind the pillar with him. But he didn't grab her fast enough. Suddenly he realized he was holding just an arm. It was only when a fireman broke the window in the Borders bookstore that the men were able to escape...
...course, Fireman knows that gizmos won't bring down Nike-- unless Reebok has a lot of well-marketed attitude to go with them. He calls this "the Cool Factor"--the mysterious marketing mojo that powers the $11 billion athletic-footwear market. That's where Iverson comes in, with his tattoos, corn-rowed hair and 'hood bravado. Allen is indispensably cool, which is why, a few months ago, when Reebok was the object of shrill protests over the obviously homophobic, misogynist lyrics in the basketball star's debut rap song, Fireman stood by his man. "I didn't agree with...
...Fireman sees it, the conventional approach to business is boring, so bring on the controversy, play the game by your own rules, be a real entrepreneur. Back in the early 1990s, when he was already earning a seven-figure salary and bonuses, he was denied membership at a country club near his New England home. Fireman assumed the club turned him down because he is Jewish. He didn't fight for entry; he bought his own country club, decked out with an 18-hole golf course, an Olympic-size pool and tennis courts. That helps explain why he identifies with...
...attitude won't be enough to down Nike. Fireman's longtime rival Phil Knight still sits atop a company that commands a market share more than triple Reebok's. And his troops declare that they turned down deals with the NFL and NBA because the licensing business has never been--and never will be--profitable. Instead, Nike's path to the future has shifted from building brand awareness (it hardly needs that now) to gaining a stronger foothold in growth markets like soccer and golf. Adam Helfant, Nike's global sports marketing director, estimates that $50 million in annual revenues...
Reebok's big-league deals will really start paying off in three years through a heightened profile among youth, about the time that Michael Jordan will have to hang up his high-tops for good. "You don't get cool by writing checks," says Fireman. The Reebok chief is counting on his big-league deals and projects like Diamond, a kind of high-end designer boutique within Reebok that aims to develop the trendsetting sneakers and street fashion of tomorrow. This time around, Paul Fireman's state of rebellion may be here to stay for a while...