What Happened To The Brand Of The Year?

In those days, I had a pair.

Sneakers are the dreams of many boys who like sports.

A friend of Dao Ge bought a pair of Reebok at first.

It took three days in Hongkong.

Sturdy, defensive, classic and black technology were the people's evaluation of Reebok at that time.

Because Yao Ming, Chinese know Reebok.

Today, the most intuitive feeling of Chinese consumers is that Reebok stores in the mall do not know when they disappeared.

Reebok was once loved by one generation. Now, facing the new hundred,

After the popularity of the rising stars, Reebok could only shake its head and say, "I am not the same as you."

Find another way out in the fitness market.

Once Nike has been killed, it is very popular.

Reebok is an old brand of sports. It has gone through 116 years.

The founder, Joseph Foster, invented her own shoes when he was 14 years old. When he was less than 20 years old, he founded Reebok's predecessor, J.W.Foster, and sold shoes in Britain. In 1924, the British athletes wore Reebok shoes to the Paris Olympic Games.

In 1958, Lao Forster's grandson Joe and Geoff jointly founded a company, named after the name of an African antelope. The Reebok Co was born.

In 1987, Reebok replaced Nike as the largest company in sports shoes manufacturing. In 1987, Reebok's share in the US sports shoe market reached 1 billion 400 million dollars, while Nike only had 900 million dollars.

The first time is the explosion of magenta.

In 1979, Paul Felman, a sporting goods dealer, met Reebok at the international fair and gained the right to distribute in North America after consultation.

At that time, it was the upsurge of mass movement in the United States. Reebok launched 3 pairs of running shoes with a price of 60 dollars per pair, although it was already sky high, but still in short supply, the company had to build a factory in Korea.

The popularity of running sports has made sport brands compete for men to develop running shoes.

What is unexpected is that Reebok has built a fitness shoe for women, Freestyle. Reebok has foreseen the three trends of sports shoes: the rise of bodybuilding, the enthusiasm of women's participation in sports, and the change of track shoes to casual shoes.

Women's aerobics were popular at that time, and women in the entire American continent could not buy a pair of good bodybuilding shoes.

Reebok just used an ankle support system to easily capture the entire Americas market and successfully launched the following year.

Since then, Reebok has been developing rapidly, rising from $13 million in 1983 to 307 million in 1985. What is even more unbelievable is that Reebok's sales volume has tripled in the following year, and it has reached 919 million dollars in 1986, 1 billion 400 million dollars in 1987, and 2 billion 700 million US dollars in 1991.

Black technology opens two degrees.

In the field of bodybuilding shoes, Reebok didn't do too much loitering, instead, it turned its attention to basketball.

At that time, most sneakers did their best to develop cushions and cushions. Reebok did not follow suit or even go against it. Instead of slowing down, it launched a package system -- Pump.

Pump says plainly that the air bags on the vamp or shoe tongue are used to control the wrapping property of the shoe by aeration and deflation.

But it is a fundamental solution to the problem of unfit shoes.

This technology fundamentally changed the concept of sneakers at that time.

No one thought that some people would play this game on the first level of the slow down earthquake, which completely changed the pattern of high-end sports shoes.

Reebok signed a star Di Brown wearing Pump and inflated his Pump every time before the game.

This magic action does not know how many free advertisements have been made for Reebok.

In the 1991 NBA dunk contest, Dibrand's stunning dunk was stunning the whole stadium, beating Jordan, and Reebok sparked a frenzied pursuit of consumers, sweeping the American market again.

Within 18 months after the advent of the sneakers, sales reached 4 million pairs, setting a sales of $500 million.

If you can ask a US 35 to 40 year old American man how to evaluate Reebok Pump on the American street, you probably heard this feedback. When I first appeared, I was only 12 years old. At that time, I thought it was the coolest thing in the world, and even Air Jordon was no match for Pump.

Honeycomb technology has witnessed the golden age of Reebok. Reebok's honeycomb air cushion is said to have been developed by Reebok along with NASA, and the surface of the shuttle has such material.

In 1980s, Reebok shifted its focus from manufacturing tennis shoes and fitness shoes to increasingly popular basketball shoes and running shoes, plus the link between brand and professional stars. At the beginning of 1990s, there were more than 100 professional athletes on the basketball court wearing the most popular Reebok Pump at that time, including shark O'neal.

Gradually losing ground, becoming an outcast in the field of professional sports.

Since it was acquired by Adidas in 2005, Reebok's performance has been on the decline. In the past six years, four years of revenue has been declining, and there has been no increase in the past three years in North America.

Market share has dropped from 8% to ten now 2%.

At one point, there were rumors that Adidas was going to sell Reebok's "big burden".

What happened to the brand of the year?

1., it is difficult to sell the brand.

It can be said that Reebok has reached the point of today, and it is related to Nike's endless arms race. In order to counter the launch of Zoom in Nike1995, Reebok launched a DMX air cushion in order to fight back.

But in less than a month, the air cushion will leak. Finally, it will turn into a hard rock bottom. Reebok will do nothing to return to the sky. Since then, Reebok has been far away from high-end basketball shoes.

Reebok's business goal is to become "the best, most innovative and exciting sports product manufacturer in the world."

Innovation and black technology once became a tough weapon for Reebok to fight Nike, but this weapon was gradually abandoned by Reebok, but Nike continued it.

There is no new shoes, the invention of technology, the use of pump to do some endless joint names, the lack of innovative Reebok really hurt the hearts of fans, Reebok is no longer the Reebok that they were heading for.

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At the peak of Reebok, Reebok signed the NFL, and won the exclusive sponsorship contract with NBA and WNBA from the 03-04 ten season in 1.5-1.75 billion, and Reebok became a sponsor of the National Ice Hockey League NHL in 2004.

Under the escort of NBA, NFL and NHL's three major alliance contracts, Reebok firmly occupied ten of the market in the US sports market more than ten years ago.

In August 2005, in order to expand its share in the US market, Adidas stepped up its encirclement and suppression campaign against Nike and completed its acquisition of Reebok for $3 billion 800 million.

The most direct impact of this paction is Reebok's sponsorship of NBA and WNBA's sponsorship rights to Adidas.

Adidas's wool from Reebok is complete. Adidas took the last big contract from Reebok in 2010 - the National Ice Hockey League NHL, and NFL's earnings once accounted for 2/3 of the total earnings of Reebok.

In fact, Reebok moved from the professional sports market to the fitness field from the 2010 year of the year, which seems to indicate that Reebok has completed a cycle. Even if it does not go to decline, it is no longer the brand that made the young people hot blooded.

The failure of Reebok has been summed up by the fact that the brand gene is lost and the vitality is gradually lost.