Reebok

Reebok, originally a British company, made its entrance into the lucrative United States market in the late 1970s, marking a significant step in the company's expansion. The company was founded by two brothers in England, and by entering the U.S., it aimed to tap into the growing athletic footwear demand. This expansion was facilitated by Paul Fireman, who acquired the North American distribution rights for the brand. This strategic move laid the groundwork for Reebok's subsequent rise and its ability to compete with established U.S. brands in the athletic shoe industry.

Reebok launched the Freestyle, a pair of athletic shoes specifically designed for women, targeting the burgeoning aerobics movement. The Reebok Freestyle became hugely popular in the 1980s and was one of the first shoes to prioritize women's sports and fitness needs. Its success helped establish Reebok as a major player in the sportswear industry, setting the stage for its future growth and development. The Freestyle's iconic status is often cited as a pivotal moment in Reebok's history, leading to wider acceptance and promotion of fitness-oriented fashion.

Reebok made a significant entrance into the National Basketball Association (NBA) sports market by signing a landmark deal to become the official supplier of footwear and apparel to several major NBA teams. This move marked Reebok's serious commitment to expanding its presence in the basketball arena, traditionally dominated by competitors like Nike and Converse. The deal helped Reebok to gain significant market share and brand visibility, placing the company in a strategic position for capturing the basketball market throughout the 1980s and 1990s.

By mid-1985, Reebok officially surpassed Nike as the top-selling athletic shoe brand in the United States. This milestone was largely due to the success of its aerobic shoe line, including the iconic Reebok Freestyle, which had capitalized on the fitness and aerobics trend of the early 1980s. Reebok's strategic focus on women's sportswear and its innovative designs helped it to rapidly expand its market share and brand visibility, making it a household name and a formidable competitor in the global sportswear market.

Reebok launched The Pump, a revolutionary shoe technology featuring inflatable chambers that provided a customized fit. This introduction marked a high point in athletic shoe innovation and was associated with top athletes and sports celebrities, like basketball player Dee Brown, who famously pumped up his shoes before participating in the Slam Dunk Contest. The Pump technology became a symbol of status and performance, catapulting Reebok's brand prestige and establishing it as a leader in the sports performance market during the early 1990s.

Reebok introduced the DMX cushioning technology, an innovation in shoe design that used moving air technology to provide controlled cushioning and improved stability. This release highlighted Reebok's commitment to technological advancement in the sportswear industry. The DMX technology was incorporated into a range of Reebok products, further establishing the brand's reputation for cutting-edge athletic gear. It was aimed at enhancing athletic performance and comfort, offering consumers an alternative to competing brands and technologies.

Adidas, in a strategic move to challenge its competitor Nike, acquired Reebok International Ltd. for $3.8 billion. This acquisition created a larger company able to compete more effectively in both the U.S. and international markets. Adidas aimed to increase its presence in North America and saw Reebok’s established brand and athletic shoe and apparel lines as a perfect complement to its own offerings. This move was seen as a significant step in the competitive sportswear market and positioned Adidas Group as a more formidable rival to industry leader Nike.

Reebok announced a partnership with CrossFit to become the official provider of footwear and apparel for CrossFit, the high-intensity fitness program that had rapidly grown in popularity. The deal was groundbreaking in that it created a long-term relationship where Reebok was not just an apparel sponsor but an active participant in the marketing and development of future CrossFit competitions and events. This partnership aimed to cement Reebok's brand as central to fitness culture and to leverage the growing trend of functional fitness to enhance its reputation among fitness enthusiasts globally.

Reebok signed a six-year sponsorship deal with the Ultimate Fighting Championship (UFC), becoming the exclusive outfitter and apparel provider for UFC athletes. This partnership, valued at $70 million, aimed to provide UFC fighters with Reebok-branded apparel during fighting events and to offer a branded line of products to consumers. The deal was part of Reebok’s strategy to associate itself with high-profile and rapidly growing sports, aligning with the company's broader marketing push towards fitness and competitive sports.

Adidas, the German sportswear giant, announced that it had reached a definitive agreement to sell the Reebok brand to Authentic Brands Group (ABG) for a total consideration of up to €2.1 billion. The sale was part of Adidas's efforts to focus on its core brand, and it marked the end of the company's 15-year ownership of Reebok, which it acquired in 2006. Authentic Brands Group, a brand management company, planned to enhance Reebok's market presence and global reach after the acquisition. The transaction was expected to close in the first quarter of 2022, subject to customary closing conditions and regulatory approvals.