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Reebok Revival
Reebok was purchased by Adidas in 2005 for a whopping $3.8 Billion. ?Unfortunately for the Adidas Group, the brand saw major declines in footwear sales. ?With several failed attempts to penetrate the hip hop market, declines in demand for heritage Pump products, and the exclusive NFL deal looking to expire soon, things were not looking good for Reebok.
And just like that, along comes toning and Zig. ?Out of nowhere, Reebok was back. ?The Toning market was a big industry by the end of 2009, but it continued to grow in 2010 and took Reebok along for the ride as it performed greatly with EasyTone and Run N Tone models.
The introduction of Zig was a defining moment for the brand as well. ?There were many doubters that this technology would take off, and I?highly?doubt even Reebok expected the enormous success of Zig. ?Pegged in the lightweight running category, ZigTech took Reebok from a non-existant ranking to the #2 spot almost overnight. ?Overall Zig and Run N Tone helped take Reebok’s Running sales up more than 900% in a year.
While Zig continued to evolve in the running and training space with representation from familiar faces that include Peyton Manning, Chad Ochocinco, and Sidney Crosby, the technology has taken on a new battle on the court. ?Eventhough the Zig Slash has not sold nearly as well as it’s counterparts in the running space, it is too early to tell if Reebok will decide not to continue with this technology into 2011 with their newly signed front man, John Wall.
It was a great year for Reebok, bringing them back in the game, and 2011 should lend itself to be just as positive with many loyal customers who swear by Zig. ?It’s like an energy drink for your feet! ?:-)
