Word: reebok
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...cruising the local shopping mall, favors $64 pink L.A. Gear athletic shoes with Western-style, imitation-silver buckles. Arthur the accountant, who bicycles ten miles before picking up his calculator in the morning, wears TC Lite, Nike's $85 cycling model. His weekend tennis partner rushes the net in Reebok's $80 Italian-made Cosenza tennis shoes, with the brand name discreetly scrawled in the corner...
Only fuddy-duddies still think of sneakers as inexpensive, all-purpose athletic shoes with heavy rubber soles. Today's models are an exacting mixture of fashion and technology, composed of such materials as synthetic leather and Hexalite, a cushiony substance used in Reebok's newest soles. Not just athletic shoes, they are space-age wonders that boast such features as air- cylinder suspension systems, anatomically molded ankle collars, outrigger soles and adjustable support straps. They answer to names like Air Skylon, 360 Jam, Disc-Drive and Tiger Gel Epirus. Manufacturers are bombarding customers with different models for "technical" and "nontechnical...
...share, once sagging Nike is racing back with revenues of $1.7 billion for the fiscal year that ended in May. Analysts estimate that Nike now claims a 26% share of the market for brand-name athletic shoes. Based in Beaverton, Ore., the company is nosing ahead of its archrival Reebok, which controls about 22% of the market. Striding into the No. 3 position is trendy L.A. Gear, which has grabbed about 13% by selling shoes designed more for fashion than performance. Among the runners-up: Converse, Adidas, Keds and New Balance...
...Nike faltered, Reebok galloped ahead. Beginning its life in the U.S. as a subsidiary of a British shoemaker founded in the 1890s, Reebok, based in Canton, Mass., is now a publicly held firm that owns its former parent company. Its mid-'80s success came from inventing and persistently exploiting the market for women's aerobic shoes, a shift in the business that Nike had completely missed. Reebok's revenues zoomed from $4 million in 1982 to $900 million...
...computers rather than from mock-ups made of cardboard or clay. Last year the entire line of Coca- Cola soft drinks was redesigned around a new logo -- a project that would have taken twice as long had it not been done by machine. Timex wristwatches, Ping golf clubs, Reebok sneakers and Volvo station wagons are all created on graphics workstations. Volvo even uses a satellite hookup to connect its design computers in California with its manufacturing computers in Gothenburg, Sweden. If a new model does not leave sufficient headroom to accommodate the average American driver, the computer in Gothenburg...