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Reebok re-enter US markets as innovative performance brand

14
Feb '06
Adidas-Solomon AG, leading athletic shoe manufacturer based in Germany, plans to keep its newly acquired brand Reebok separate and restore the US line to its former stature as an innovative performance shoe, said Herbert Hainer, Chairman and Chief Executive Adidas.

In this decision, company believes that both brands have their own identity, heritage and consumer base, Hainer explained.

Addressing the World Shoe Association forum via satellite, Hainer said that the company would present Reebok as an entry-price brand.

Setting up a headlong competition with Nike, company is sure that Reebok brand would be better positioned as a performance brand, added Hainer.

Hainer said that acquisition of Reebok would enable the company to stay connected with the United States' urban consumers as well as gain ground in sports such as American football, basketball and hockey.

Adidas has also seen scope for growth in aerobics, classics and basketball shoes, stated Hainer.

Regarding the latest fashion of athletic shoes with slim profiles, Hainer commented that European fashion would play a role in the US market moving forward over the next 12 to 18 months, however, more technological-driven products could make a difference.

Adidas recently introduced a 'smart' shoe, with a computer chip in the sole. Though its retail price is pegged at $250 a pair, Hainer said the company has already sold 100,000 pairs.


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