ABOUT US Reebok is an American-inspired, global brand that creates and markets sports and lifestyle products built

upon a strong heritage and authenticity in sports, fitness and women‟s categories. The brand is committed to designing products and marketing programs that reflect creativity and the desire to constantly challenge the status quo.

REEBOK'S VISION Fulfilling Potential Reebok is dedicated to providing each and every athlete - from professional athletes to recreational runners to kids on the playground - with the opportunity, the products, and the inspiration to achieve what they are capable of. We all have the potential to do great things. As a brand, Reebok has the unique opportunity to help consumers, athletes and artists, partners and employees fulfill their true potential and reach heights they may have thought un-reachable.

REEBOK'S MISSION Always Challenge and Lead through Creativity At Reebok, we see the world a little differently and throughout our history have made our mark when we‟ve had the courage to challenge convention. Reebok creates products and marketing programs that reflect the brand‟s unlimited creative potential.

REEBOK'S POSITIONING Celebrate Individuality in Sport and Life Reebok understands that people are, above all, unique. Reebok‟s positioning reflects this; celebrating the distinct qualities that make people who they are - their unique points of view, their individual style and their remarkable talents and accomplishments. Reebok celebrates their individuality, their authenticity and the courage it takes to forge their own path to greatness. While some may call them crazy or eccentric, Reebok calls them visionary and original.

REEBOK'S PURPOSE To Empower Global Youth to Fulfill their Potential Commitment to Corporate Responsibility is an important legacy and hallmark of the Reebok brand. For two decades, Human Rights, through the Reebok Human Rights program, was the primary focus of this effort. Reebok has expanded on what had been built and created a Global Corporate Citizenship platform with a purpose for the brand that will help underprivileged, underserved youth around the world fulfill their potential and live healthy, active lives.


In 1982. and before long his fledgling company. Reebok's sales exceeded $1.W. which Reebok fueled with new product categories. they were the most expensive running shoes on the market. named for an African gazelle. but a dramatic move was planned for the next year. spotted Reebok shoes at an international trade show. In 1979. in the 1890s. Joseph William Foster made some of the first known running shoes with spikes in them. The shoe was called the Freestyle™. Reebok completed its initial public offering (stock symbol is NYSE: RBK). A year later. two of the founder's grandsons started a companion company that came to be known as Reebok.W. At $60. Foster and Sons. Foster and Spikes of Fire Reebok's United Kingdom-based ancestor company was founded for one of the best reasons possible: athletes wanted to run faster. that year. He negotiated for the North American distribution license and introduced three running shoes in the U. making Reebok an industry leader.Having Fun Staying in Shape Having Fun Staying in Shape comes to life through a fun. So. By 1895. Reebok made its first strategic acquisition.5 million." 1950-1980 A Gazelle Named Reebok. Reebok introduced the first athletic shoe designed especially for women.' The tone and manner allows the consumer to look at sport and lifestyle through our lens of 'Ree. The family-owned business proudly made the running shoes worn in the 1924 Summer Games by the athletes celebrated in the film "Chariots of Fire. In the midst of surging sales in 1985. developed an international clientele of distinguished athletes. eye catching imagery signed off with a unique 'Reeword. The Rockport Company. he was in business making shoes by hand for top runners. Explosive growth followed. provocative manner expressed through fresh.S. bold. Paul Fireman. A Company on the Move In 1958. a partner in an outdoor sporting goods distributorship. 1980's By 1981.' 1890-1930's J. the influx of women into sports and exercise and the acceptance of well-designed athletic footwear by adults for street and casual wear. J. Rockport was a pioneer in using advanced materials and technologies in traditional . and with it Reebok anticipated and encouraged three major trends that transformed the athletic footwear industry: the aerobic exercise movement. a shoe for a hot new fitness exercise called aerobic dance.

1990's In 1992. . authentic and replica jerseys and practice gear for all NBA. Reebok also had exclusive rights. baseball. In the late 1980s. to design. manufacture. with breakthrough concepts and technologies for numerous sports and fitness activities. exciting and cutting-edge athletes. market and sell NFL licensed merchandise for all 32 NFL teams. The NFL granted a long-term exclusive license to Reebok beginning in the 2002 NFL season to manufacture. 2000 In 2000. Reebok formed a long-term strategic partnership with the National Basketball Association under which Reebok designs. In the late 1980s. manufactures. fleece and other apparel products for all teams in most channels of distributions. warm-ups. sells and markets licensed merchandise for the NBA. Reebok and the National Football League announced an exclusive partnership that serves as a foundation of the NFL‟s consumer products business. Reebok began an aggressive expansion into overseas markets and Reebok products are now available in more than 170 countries and are sold through a network of independent and Reebok-owned distributors. Since then. 2001 In 2001. Reebok transferred the NBA rights to the adidas Brand. a particularly productive period began with The Pump® technology and continues today. resulting in the creation of The Greg Norman Collection. practice apparel and an NFL-branded footwear and apparel collection. Reebok began a transition from a company identified principally with fitness and exercise to one equally involved in sports by creating several new footwear and apparel products for football. sideline apparel. Creating innovative products that generate excitement in the marketplace has been a central corporate strategy ever since Reebok introduced the Freestyle. the Women‟s National Basketball Association (WNBA) and the National Basketball Development League (NBDL). Reebok began its partnership with golfer Greg Norman. with limited exceptions. shooting shirts. In 2006. Reebok secured the exclusive rights to supply and market all on-court apparel. Reebok made a strategic commitment to align its brand with a select few of the world‟s most talented. including uniforms.shoes and the first company to engineer walking comfort in all types of dress and casual shoes. T-shirts. soccer. WNBA and NBDL teams. In the late 1990s. The license includes on-field uniforms. market and sell headwear. the NBA‟s minor league. the company has focused on those athletes who represent the top echelon of sports and fitness. That same year. track and field and other sports.

CCM. Reebok launched Rbk Hockey. Reebok has a long-term licensing agreement with the National Hockey League. a new and innovative line of ultra-high . The launch of Jay Z‟s first shoe was extremely successful around the world. Jay-Z became the first non-athlete to have a signature athletic footwear collection.2002 In 2002. which included the design and marketing of the "S. Reebok also has exclusive agreements with the Canadian Hockey League. With the partnership. The global marketing campaign was launched in early 2002 and featured select Reebok athletes paired with some of the music industry‟s most successful hip-hop and rap artists. Koho and Jofa. With many of the industry‟s most marketable and valuable sports assets on its roster. Carter Collection by Rbk. the American Hockey League and the East Coast Hockey League. music and technology. 50 Cent. Reebok teamed up with another superstar of the rap world. Rbk‟s marketing is culturally relevant as well. 2003 2003 was a landmark year for Rbk. replica and practice jerseys using the names and logos of the NHL and its teams. 2005 In early 2005. The result was the equally successful “G Unit Collection by Rbk.” 2004 In 2004. music. Reebok launched Rbk – a collection of street-inspired footwear and apparel hook-ups designed for the young man and woman who demand and expect the style of their gear to reflect the attitude of their lives: cool and edgy. It also has the exclusive worldwide rights to manufacture and market authentic. Reebok rolled-out an integrated marketing campaign that fused together sports. authentic and aspirational. Reebok formed an unprecedented partnership with rap musician Jay-Z. Inspired by street fashion. under which the company serves as the supplier of authentic “on-ice” game jerseys to all 30 NHL teams. Reebok became the world‟s leading producer of hockey apparel and equipment with its acquisition of The Hockey Company. technology and entertainment. are among the most respected in the sport. and became a pioneer in the fusion of sports. Reebok tapped into something the industry had not yet seen. and was designed to connect the Reebok Brand to millions of new consumers around the world. The Hockey Company‟s brands. Later that year." which launched in April.

and Paul Harrington was named President and CEO of the Reebok brand. 2006 In January 2006. and the opening of the NHL Powered by Rbk retail store in New York City. screen stars Lucy Liu. forever altering the worldwide sporting goods industry landscape. Today. Reebok. The campaign encourages young people to embrace their own individuality by celebrating their contemporary heroes. which includes the adidas. who has lived up to his billing as the league‟s next great player. Rbk Hockey has become one of the most visible and in-demand hockey brands on the market. "I Am What I Am" is a multi-faceted campaign which links all of the brand's marketing and advertising efforts under the "I Am What I Am" umbrella. adidas-Salomon AG acquired Reebok. Iker Casillas and Yao Ming. top athletes Allen Iverson. joy and fun of running – Run Easy. Reebok launched its largest global integrated marketing and advertising campaign in nearly a decade. The . Activities of the company and its more than 80 subsidiaries are directed from the Group's headquarters in Herzogenaurach. Reebok Chairman and CEO Paul Fireman announced he was leaving the company to pursue other interests. Daddy Yankee and 50 Cent. The message of the campaign was that while many other brands speak about the "blood. Germany. Donovan McNabb. John Leguizamo and Christina Ricci. and skateboarder Stevie Williams. Reebok also launched its "There are Two People in Everyone" marketing campaign for the second half of 2007 in select regions. Celebrities featured in the campaign include music icons Jay-Z. Reebok's partnership with the National Hockey League took center stage with the unveiling the Rbk Edge Uniform System. Shortly after the close of the acquisition. The global marketing campaign highlights Reebok‟s unique brand point of view of celebrating the individual‟s balance between sport and life. sweat and tears" of running. Curt Schilling. a complete. In two short years. 2007 Reebok launched Run Easy. Reebok celebrated the camaraderie. The goal of the campaign was to inspire consumers around the world to fulfill their potential and celebrate their individuality. TaylorMade-adidas Golf and Rockport brands is a global leader in the sporting goods industry and offers a broad portfolio of products. sticks and skates and signed hockey phenom Sidney Crosby.performance hockey equipment. the adidas Group. team-wide redesign and re-engineering of the NHL uniform. Kelly Holmes. one of the most comprehensive running campaigns in the brand‟s history. In addition. Products from the adidas Group are available in virtually every country of the world. In 2005.

the shoe‟s proprietary technology was invented by a former NASA engineer. designed to conserve and return energy to the athlete for a soft and springy ride. MS Dohni and Nicole Vaidisova. Reebok and driving ace Lewis Hamilton announced a multi-year partnership at a spectacular 3-D event in Amsterdam. In the summer of 2008. Reebok launched ZigTech. home of Reebok‟s European Headquarters. 2010 In 2010. 2008 Reebok‟s global marketing campaign. balance and core training. declared that there is more to an athlete than his or her sport. Expressed as a global brand campaign. geometric. The result is a workout that gives the sensation of flying while strengthening and lengthening the body through cardio. Also in 2009. The „what‟s your move?‟ ad was a literal expression of this philosophy: key assets including Thierry Henry and Alexander Ovechkin showed us their moves and invited consumers to show us theirs. Yao Ming.” gave media a rare insight into Hamilton‟s demanding fitness regime. long-term partnership with Cirque du Soleil. „Your Move‟ launched in March of 2008 and evolved Reebok‟s positioning as the brand that celebrates individuality and supports those who choose to do things their way. At the event. Hamilton revealed how Reebok‟s Smoothfit training footwear and apparel range helped him to train better than ever before. Featuring first-of-its-kind balance pod technology. The brand also announced its long-term partnership with NBA standout John Wall. zig-zag shape. The one-of-a-kind ZigTech bottom unit features an innovative. the first in a series of initiatives to come out of a new.campaign. Reebok launched the Jukari Fit to Fly workout. Reebok launched EasyTone footwear. 2009 In February 2009. „Your Move‟ was an invitation to people to do it their way in sport and in life. strength. The point . Reebok unveiled “The Athlete within the Driver. featuring international sport stars such as Allen Iverson. Jukari Fit to Fly makes fitness fun again by introducing a new way to move. The workout has been created on a specially-designed piece of equipment called the FlySet. The unique zig-shaped sole absorbs the impact of heel strike and sends a wave of energy along the length of the shoe to help propel the athlete forward with each step. lightweight foam that is engineered into a dramatic.

Reebok also announced its long-term partnership with producer. This movement is an experience that eliminates the anonymity of the big gym. supply chain partners and customers around the world requires exceptional agility. music and artistic talents to help launch the 2011 Reethym of Lite campaign. where coordination of product design. bend. Collaboration in action Peter Burrows says that Reebok is not a „consultant-friendly‟ company: “Yet we have worked with Capgemini for over 15 years!” he adds. Additionally. “Our relationship is about quality of people.guard for the Washington Wizards debuted the ZigSlash during the 2011-2012 NBA season.Global One Time (G1T) . apparel and equipment under the Reebok. Virtual teaming with manufacturing. RealFlex features 76 independent sensors on the bottom of the shoe strategically positioned to twist. Reebok has over 20 foreign subsidiaries. In fact. creating a single European business operating on a common process and technology platform. fashion design. the process model itself is branded . involves a Fun and motivating community and the program delivers incredible results. and Greg Norman brands and footwear under the Ralph Lauren brand. Swizz brings his innovation. logistics. artist and designer Swizz Beatz. Rockport. a first-of-its-kind running and training shoe designed to promote natural movement. 2011 In 2011. expand and support to help athletes‟ feet move naturally. sells products in over 140 countries and has worldwide contract manufacturing relationships. so enabling technology infrastructure and business applications are absolutely critical to success.and is managed as a corporate asset to define Reebok‟s mode of operation across all brands and countries. fitness and casual footwear. SAP joined the collaboration to build the right sector-specific application. As Reebok CIO Peter Burrows tells us: “We had to build a business process and technology platform on which a group of entrepreneurs can thrive. sourcing. inventory management and customer interaction delivers competitive edge. CrossFit. fashion and performance driven markets. delivering results and effective collaboration. Reebok also launched RealFlex. Reebok is one of the world‟s great consumer brands: a world leader in sports. This resulted in “SAP Apparel & Footwear Solution” (AFS). Reebok: Helping to Make a Fast Company Become Still Faster Our joint team handled implementing SAP throughout Reebok‟s European market-facing businesses. now the industry standard. yet is not . As no suitable software existed when development began. Capgemini has great listening skills.” Reebok and Cap Gemini have been „collaborative partners‟ since the early 1990s in developing and delivering this business process model. development. Reebok formed a long-term alliance with one of the biggest fitness movements of our time. supply chain. Speed and agility Reebok competes in fast moving.

flexible open-source platform Adidas chose Alpine Consulting.as a team. We have one team where everyone says „we‟. the partnership is implementing the latest software throughout all brands and locations worldwide. driving change. Reebok CrossFit Challenge Redesign the CrossFit online store to incorporate the Partnership with Reebok Not long after the 2010 CrossFit Games CrossFit forged a partnership with Reebok. the North American based SAP AFS initiative was launched focused on Reebok‟s footwear and apparel business. Above all. Reebok‟s own extraordinary growth record clearly demonstrates the way that speed. agility and use of virtual ecosystem resources can deliver outstanding competitive advantage.afraid to challenge us when necessary.and means Reebok. We see the opportunity and go for it. we do not have a „them and us‟ attitude. In 2003. our joint team has been busy implementing SAP throughout Reebok‟s European market-facing businesses. Our joint aim is to strengthen that position still further in the years ahead . a division of the adidas Group. creating a single European business operating on a common process and technology platform.targeting value. as well as certain global processes. Some of the best things we do each year are not on the plan. They have true global reach and an adaptive approach.” Facing the future Today. ecommerce consulting experts and Magento . and it was time to take a look at the CrossFit online store. optimizing our mutual capabilities . Additionally. They wanted a site that could: • Handle CrossFit‟s growing popularity • Capitalize on the excitement and sense of community around CrossFit • Take advantage of the power of the Reebok Marketing brand • Meet new customer recruitment and revenue goals Solution A powerful. so does Cap Gemini. in early 2004.

Scalability and speed of implementation. The redesigned site offers: • Integration with many third-party extensions including promotion coupon codes and managing international shipping • Performance and scalability to handle extreme spikes in traffic • A product announcement resulted in a 10-fold increase in sales which the Magento site handled without difficulty • Easy-to-use admin capabilities for product. It was built. Alpine recommended Magento Enterprise as the best platform for the new site because of its flexibility. to advise Reebok CrossFit. Results A new site matches the growing popularity of the CrossFit phenomenon The new site has the excitement and appeal of the new “sport of fitness” and Capitalizes on the success of the CrossFit Games and the Reebok name. and immediately began to generate increased traffic and sales. reporting and regular content Updates required by Reebok.gold solution partner. order and content management • Support for international sales and shipping • Persistent shopping cart to help decrease cart abandonment and increase conversions (Max 1900 Characters) . tested. and launched in just five months. CrossFit was pleased with Magento‟s Ability to accommodate third-party extensions to tailor the site to their specific Needs as well as the more extensive administrative.

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