Word: reeboks
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Dates: during 1980-1989
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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...
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...