The Backroom: When Reebok was on top of the world

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Roughly 15 years in the past, Adidas acquired rival sneaker maker Reebok in a deal meant to problem Nike’s rise to dominance. Roughly 20 years earlier than that, Reebok itself was the dominant model, with gross sales that topped Nike’s.

At the moment Reebok is price a fraction of what Adidas paid for it, makes much less in gross sales than Nike by many components, and is again up on the market. What occurred?

To hint Reebok’s rise and fall, Retail Dive Senior Editor Cara Salpini not too long ago took a glance again in time, speaking with one of many sneaker model’s founders in addition to others concerned in or watching the model throughout its heyday.

The story she tells sheds mild on narrative twists within the sector nonetheless enjoying out right now. With Reebok prone to begin one other chapter, Salpini joined The Backroom to speak about its spirited historical past in addition to alternate histories and futures the place maybe it might have stayed on prime, or not less than near it.

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