Word: reeboks
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...more ambitious is RLX, an extreme-sportswear brand for mountain bikers, runners and snowboarders. The brightly colored technical gear is a departure from the subtle tweeds and twills of Polo's yore. Lauren has taken great pains to establish RLX's credibility. The running shoes are made by Reebok; he's sponsoring a mountain-biking team, and has signed prominent snowboarders Ross Powers and Andy Hetzler. It's smart marketing, but he won't necessarily be able to buy credibility in the world of alternative sports, where shunning the Establishment is at least half the point. "Lame," critiques snowboarder Dave...
...Percentage by which Reebok has decreased production of Allen Iverson basketball shoes...
Underachievers Some of the Focus List's worst performers Bausch & Lomb K Mart The Limited Loews Corp. Reebok Silicon Graphics...
Despite the pounding, Nike is still the force in athletics. Reebok chairman Paul Fireman has admitted as much to Wall Street analysts. Curiously, Fireman blamed Nike's ascension for the current malaise of the footwear category. "The way it came about was clearly the proliferation of a single brand," Fireman said at February's Super Show, the industry's big trade fair. As Nike pulled away over the past couple of years, retailers began to up their swoosh orders. At the urging of retailers (they hate having any one brand dominate), competitors began to ape Nike's look. Says Fireman...
...Reebok and Adidas plan to match Nike on the technological front, but a big change is happening in how they sell. Reebok, in particular, is parting company with many high-priced athletes. "I have all the autographs I need," says Fireman...