Word: reebok
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...roomful of candy. His conversation is frank, unaffected, headlong. "When I'm on the air, I'm happy," he says, relaxing in his mirrored office on the Paramount lot, a muted TV set overhead tuned in to MTV. He is dressed in his typical off-hours duds: baseball cap, Reebok T shirt and unlaced sneakers. "I was born to do this. When I'm in the spotlight, I'm gone. I love it more than anything in the world. When everyone is barking and screaming, it's the best feeling I've ever felt, like a three- point jumper with...
Shoe designers finely tune each category of shoe to its particular activity by studying human motion and physiology. Reebok's baseball shoes, for example, have a specially designed cleat pattern called SpeedSlot for fast starts and stops. Crafty Nike marketeers have also invented in-between products, most notably the cross-trainer shoe, designed for an all-around athlete. Cross- trainers offer enough lateral support for the sideways motions of aerobics and basketball but are light and flexible enough for jogging...
...cutting edge of shoe science, Nike and Reebok are engaged in a battle that is based on thin air. The Air Nike line of basketball shoes, which contain pockets of compressed gas in the soles to provide cushioning, became an instant hit two years ago when transparent plastic windows were added to show off the air cells. The most popular model is the Air Jordan (price: $110), named for Chicago Bulls superstar Michael Jordan, who receives an undisclosed royalty for each pair of shoes sold. This year Reebok is fighting back with its Energy Return System, found...
...shoemaker's fortunes rely heavily on advertising. Nike's theme, "Just Do It," which urges would-be customers to get off their couches and onto their exercise bicycles, has been widely praised. But Reebok's recent "Let U.B.U." ad campaign, which starred eccentric characters in surrealistic situations, was considered a bust. All the major manufacturers have hired celebrity pitchmen. Nike pays multitalented pro athlete Bo Jackson to sell its cross- trainer shoe, and Joan Benoit Samuelson to advertise its running line. L.A. Gear keeps retired Los Angeles Lakers star Kareem Abdul-Jabbar on its payroll; his former coach Pat Riley...
...Nike, Reebok and L.A. Gear are creating space-age sneakers in their fight for a $9 billion market. -- Payoffs and fake lab results taint the generic-drug industry...