Word: reebok
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Dates: during 2000-2009
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...field in the 1920s. But when it comes to making sneakers for fashion and leisure, Adidas has lagged far behind Nike, the world's leading sportswear firm, especially in the U.S. Now it's racing to catch up. Last week, Adidas agreed to pay $3.8 billion to acquire rival Reebok, delivering a head-on challenge to Nike. Canton, Massachusetts-based Reebok is popular with American basketball and baseball fans, while Adidas' strength has traditionally been in Europe. Adidas chief executive Herbert Hainer says the two brands will remain separate, and cost savings are expected to be modest. So why join...
...Nick and MTV rather than to the New York State Council on the Arts for support, something has changed. Docs have stopped relying on government sponsorship which was drying up anyway) and found allies in the marketplace. Mark Zupan, one of the "stars" of Murderball, will be part of Reebok's "I Am What I Am" campaign. And at the Cinemark multiplex in Long Beach, Calif., a 6-ft. cutout display of Rize rubs cardboard shoulders with a life-size Brad Pitt and Angelina Jolie...
...seven investors--including rapper Jay-Z, former Sony mogul Tommy Mottola and Will Smith--to put the bling--$10 million--into the brand. So far, it seems, the money has been well spent. "There's some fairy-tale dust going on," says Stoute--who previously paired music icons with Reebok, Hewlett-Packard and McDonald's to help juice up their brands. He says he now plans to "create urgency" around body soufflés and foot butters. A new Carol's Daughter ad campaign featuring Jada Pinkett Smith has helped propel online and catalog orders up 300% and 500%, respectively, over...
...slashed the TV share of its ad budget from 80% a decade ago to less than 35%, replacing commercials, in part, with online mini-films. Pepsi recently relaunched Pepsi One without any TV advertising, which execs at the firm say wouldn't have been the case five years ago. Reebok has also shifted marketing dollars to new media, partly at the expense of the TV budget. "If you look at youth and how they consume media, TV is still an important part of the mix, but especially for young males it's becoming a smaller part," says Brian Povinelli, vice...
...hotel gym? Bring the gym to their rooms. "Many of our guests say they're not 'gym people,'" says Amy Heilgeist of Westin Hotels. "They like to exercise in the privacy of their home." To give guests that home away from home feeling, Westin is teaming up with Reebok to offer fitness-friendly guest rooms. Within the next few months, the chain plans to kit out two guest rooms at each of its 121 hotels worldwide. Reebok has helped design both the workout regimen and an in-room yoga video. One room will feature a stationary bike, another a treadmill...