Word: reebok
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Dates: during 2000-2009
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...since Rhoads discovered him as a skinny kid with a sweet jumper--and brought him some size 18s made for NBA All-Star Alonzo Mourning. In 1999 he signed Yao to a four-year contract worth $200,000. But Nike let his contract expire last year. Yao defected to Reebok for an estimated $100 million. The failure leaves Nike executives visibly dejected. "The only thing I know is, we lost Yao Ming," says a Shanghai executive who negotiated with the star...
...athlete is risky, so companies have learned to diversify their superstar portfolios "like any good financial planner," says Paul Swangard, managing director of the Warsaw Sports Marketing Center at the University of Oregon. "Nobody wants to be left hanging with the next Dan and Dave," he says of Reebok's infamous $25 million ad campaign for Barcelona in 1992, which played up the rivalry between decathletes Dan O'Brien and Dave Johnson. After six months of hype, Reebok yanked the ads within minutes of O'Brien's failing to qualify for the Olympic team...
...Burning up]!" they say. Welcome to Athens in August, where temperatures top 100F and humidity reaches 90%. Given the sweltering outlook, it's no surprise that one of the hottest Olympic races is already taking place off the track. The world's three major sportswear manufacturers--Adidas, Nike and Reebok--have developed new technologies, from ice vests to metal tape to ventilated shoes, to keep athletes cool in the ancient city. The companies hope Olympic gold will trickle into the bottom line. "The Olympics provide a great opportunity for these companies to create demand for their footwear and apparel," says...
Athletes wearing Play Dry from Reebok cite a similar effect; the material also draws sweat to its fibers. U.S. tennis star Andy Roddick, Swedish heptathlete Carolina Kluft--the gold-medal favorite--and the Polish weight-lifting team will be among those sporting Play Dry in Greece. The technology helped Reebok sell some $263 million in apparel worldwide last year...
...National Basketball Association with his size and shooting touch, but his team-first attitude and self-deprecating humor have blown through the league like a gust of fresh air, reinvigorating a sport grown weary of spoiled, misbehaving superstars. All-American companies such as Visa, Apple, Pepsi and Reebok have flocked to seek his endorsements, making the Shanghai native, 23, the most recognizable Chinese icon since Chairman...