Word: reebok
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Dates: during 2000-2009
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...once in a long time, Fireman can 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...
...Reebok's fall and rise are a classic tale of the wonders of the entrepreneurial world. Fireman was selling sports equipment for his father's business when in 1979, during a Chicago trade show, he became impressed by a hand-sewn leather sneaker called Reebok, named after a type of African gazelle and marketed by the heralded British athletic-shoe company J.W. Foster & Sons (a family-owned company that made the running shoes worn in the 1924 Olympics by the athletes celebrated in Chariots of Fire). Fireman bought the U.S. distribution rights to Reebok, and by 1984 had dropped...
...common cause is Reebok International Ltd., Fireman's shoe company, for which Iverson happens to be top pitchman. And the combination is just one reason why Reebok, written off two years ago as a 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...
Once older adults are comfortable, the intensity of their workout routines can daunt any 20-year-old. Former Mr. New York City Terry Richardson, 85, who arrives at 4 a.m. for his duties as morning manager for Reebok's Sports Club/LA, works out five times a week with his younger buddy John McManus, 75. Richardson "just" maintains his physique ("My bones and joints are 85, so I try to use common sense," he says) with 20 min. of swimming, some weight training, stretching and 200 ab crunches. McManus, who was back in the gym 15 days after a recent bypass...
...reportedly getting more per ad than ER, the reigning revenue champ--all for a show that has never aired in the regular season. And as on the past Survivor, in which contestants quaffed Bud Light and used an Ericsson phone, there will be product placements from the likes of Reebok, Doritos and Target...