Reebok is one of the oldest athletic footwear and apparel companies with a history that dates back to the late 19th century. Reebok became a very popular brand by the late 20th century and in the early 21st century; the brand was sold to Adidas for a whopping $3.8 billion.
So, how did this company of a British shoemaker become such a big name in the world of athletic footwear and apparel and Adidas had to acquire it? To understand this, you have to go back to the history of the brand Reebok. Thus, in this article, let’s go back and understand the history of this great brand.
How It All Began for Reebok
In 1895, a British shoemaker started a small business selling spiked running shoes. The company was founded in Bolton, England and the name of that founder was Joseph William Foster. In the 1900s, the company found recognition for creating the best running shoes. J.W. Foster and Sons was the initial name of that company. The shoes of J.W. Foster and Sons became very popular among athletes and especially runners.
How J.W. Foster and Sons Became Reebok
J.W. Foster and Sons was the parent company of the now-renowned brand Reebok. The two grandsons of J.W. Foster, Jeff and Joe decided to start a companion business and they named it Reebok. Reebok means a specific species of Antelope in Afrikaans. The word signifies speed and agility. The shoes made by Reebok represented that and this touched the heart of athletes.
The Aerobic Revolution
During the 1980s, aerobic fitness was becoming a trend and Reebok as a brand capitalized on the rising popularity of aerobic fitness. What Reebok did was introduce a type of athletic shoe designed specifically for women and ideal for aerobic workouts. They named it the Reebok Freestyle. This shoe became one of the most popular shoes in that decade.
The Pump Technology
Reebok was known for embracing new technology and they did that with the Pump technology. They introduced this in 1989 which enabled users to wear the shoes comfortably. They could fit the way they wanted through inflatable air chambers inside the shoe. This helped many athletes as well and one of the most notable names that started wearing this type of shoe and made it popular was Dee Brown. In 1991’s Slam Dunk Content, he wore this shoe and made it popular among NBA fans.
Global Reach and Rise in Popularity
Reebok knew that if they wanted to compete with brands like Adidas or Nike, they needed to get big names on their sides. Thus, they started looking for endorsements from the big basketball stars. Some of the biggest basketball players that Reebok was able to sign were Shaquille O’Neal and Allen Iverson. This enriched the visibility of the brand. Many NBA fans started to buy their products because their favorite players were wearing them.
The Fall of Reebok
By the early 2000s, Reebok was going through a financial crisis and it was beyond repair. So, the owners decided to sell the brand and Adidas capitalized on this vulnerable situation of Reebok. They bought the company for $3.8 billion and that strengthened the stature of Adidas as the leading sportswear brand in the world.
After the acquisition of Adidas, Reebok became a brand that focused mainly on fitness and lifestyle categories. This strategy shift didn’t help the growth of the company even though Reebok kept working with designers and celebrities to stay relevant in this competitive market. However, their fall was inevitable.
The Sale of Adidas
In mid-2021, Adidas announced that they would sell Reebok to focus on their core business and increase profits. Authentic Brands Group bought Adidas from Reebok for $2.5 billion. It will be very interesting to see what happens to this century-old brand after the new owners take over the company.
Final Thoughts
Finally, Reebok is a global brand which struggled in front of tough competition from brands like Nike, Puma, and Adidas. However, the brand has certainly made a mark in the world of sportswear with its stylish and innovative products that helped athletes a lot. Thus, Reebok is a brand respected by many popular athletes all over the world.
