Reebok plans to relaunch its brand

After Adidas completed purchase of the Canton athletic footwear, the company plans to resuscitate and relaunch the brand. Reebok has the potential to grow from a $ 3 billion business to a $ 5 billion one in the next three to five years. Product priorities for 2008, when the first full range of new lines hit retail, will focus on improving Reebok's running-shoe image, reaching out to female consumers responsible for the company's growth during the 1980s. Adidas is positioned as a high-end performance and style brand whereas Reebok is aiming for the middle market. Reebok has raised its marketing budget from about 5 per cent of sales to 10 per cent. The company will also make a more concerted effort for expanding in Europe and Asia, including Russia, China and India.

Courtesy: www.indianretailer.com
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