Adidas Says Reebok Was Big Mistake
Since Adidas' August 2005 purchase of North America company Reebok, the latter brand's sales have nosedived 14%. So now Adidas says, all right, we made a mistake.
Reebok did have something promising going with the urban-inspired RBK Classics, but they beat that horse dead when they expanded beyond classic reds, blacks and whites into wack-ass colours, driving the stake in deeper with lack of marketing reinforcement or star power.
Little has changed since our grade school days. Kids wearing Reeboks on the playground still get the shit beat out of them. They're on a par with those sneaks from Payless that light up when you stomp around. But it's not like they're totally irredeemable. The company's still profitable, and at least it's not Fila. - Contributed by Angela Natividad
Topic: Brands, Opinion
For the record, they said that the lack of marketing support for Reebok was a mistake, not the acquisition itself.