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Table of content Short history background2 The Reebok Brand3 Product lines3 Rbk3 Performance4 Classic4 Reebok Brand Licensing4 US Operations5 International Operations6 SWOT Analysis7 Financial Information12 Short History and Background The story of Reebok starts in the 1890s when an Englishman JWFoster created the company JWFoster and Sons aimed at meeting the demands of athletes which wanted shoes that could run faster After several generations the inheritants of Mr Foster started a company that they named after an African gazelle - Reebok In 1979 Paul Fireman a young entrepreneur from the US purchases the license for distribution in North America thereby establishing Reebok USA In the 80s Mr Fireman spotted a trend among Americas population for aerobic dancing seeing that nobody else in the industry offered apparel that targeted this growing market he decided to pursue a strategy which would have as a goal to manufacture and sell shoes aimed at the aerobic dancers which were predominantly women Shortly after the sales of Reebok increased significantly and the company became a major player in the apparel industry in the United States In 1985 Reebok USA and Reebok International merged to form Reebok International a company that soon became the second largest manufacturer of athletic shoes and apparel after Nike The companys plans as outlined by Mr Fireman who stayed to work as a Chief Executive Officer were to displace Nike of its leading role in the athletic market in the US and globally Apart from this objective Reebok wanted to promote its success overseas and was aiming at a number of 50 of sales internationally In 1997 Reebok products were available in 140 countries and 45 of the common capital belonged to international shareholders In the process of growth Reebok acquired other smaller companies from the same industry such as Rockport Polo Sport Ralph Lauren and Greg Norman THE REEBOK BRAND Reebok Brand
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