Today, Reebok is more than just aerobics shoes. The company sells every-thing from shoes and shorts to treadmills and sunglasses. To promote these products, Reebok infuses its fashions with pop culture. It’s all part of an effort to position itself as an edgy, fresh company with products that appeal to young people. Reebok even developed a new brand, RBK, to better appeal to its newly defined target market. The goal? To reach young people before they establish a substantial preference for an athletic brand.
To reach these new consumers, Reebok builds programs with individual retailers, relying heavily on such partnerships to help differentiate the brand. Many of those partnerships include exclusive rights to carry particular Reebok products. So Foot-locker and Sears, for example, carry different assortments of Reebok shoes and gear. As a result, Reebok and its retail partners provide the continually evolving, fresh set of options that young consumers demand.
The New York Times - Business Day
The New York Times - Business Day