Word: reebok
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Until a few years ago, athletic-shoe companies designed their women's lines to mimic their men's lines, only in smaller sizes and pastel colors. Today virtually every athletic-footwear company, from Nike to Reebok to New Balance, is competing to offer women shoes designed expressly for them. Not only are the heels tailored for the narrower female foot, but the shoes may come backless or toeless; they may be styled to resemble Mary Janes or bowling shoes; they may be made of woven or mesh fabrics; and they come in a panoply of colors. They are sturdy enough...
...athletic-footwear manufacturers started experimenting with sneaker design more than a decade ago, but initially for the men's market and then primarily with gadgetry purported to offer technological advantages on the court or field. (Remember the Reebok air pumps?) Despite such marketing, surveys showed that in almost 75% of sneaker purchases the decision to buy was based on how the shoes looked or who endorsed them rather than on their intended purpose...
...Portland, Ore., company may have picked a fight in the wrong ring. "When you open the door to the fashion sector, there are so many more players," says Michael Atmore, editor in chief of Footwear News. "Skechers has done an incredible job. Puma is very hot, and Adidas and Reebok are making every effort to fight for their share...
...REEBOK, WOMEN DEFY They're not quite strong. They're hardly invincible. They are...men. In spots that upend the male-female sports dynamic, male dancers shake their booties at a women's basketball game, female bodybuilders laugh at a feeble guy at the gym, and Missy Elliott raps, "It's a woman's world." Hear her roar...
...boasted that his company is experiencing "dream results" as the sportswear merchandiser's third-quarter profits more than tripled, compared with the same quarter in 2000. Zeitz, 37, a medical-school dropout, took over Puma in 1993, after it had lost market share to U.S. companies like Nike and Reebok. Now Puma, based in the German town of Herzogenaurach, has effectively repositioned itself as a hip lifestyle and fashion brand, leaving competitors sprinting to keep...