ted

[1]
Type Subsidiary of Adidas

Industry Sports equipment

Founded Bolton, England (1895)

Headquarters Canton, Massachusetts, US

Area served Worldwide

Products Sportswear, Footwear Parent Adidas

Website www.reebok.com

Reebok International Limited, a subsidiary of the German sportswear company adidas, is a

producer of Athletic shoes, apparel, and accessories. It is a private organization. The name comes
from the Afrikaans spelling of rhebok, a type of African antelope or gazelle. In 1890 in
Holcombe Brook, a small village 6 miles north east of Bolton, England, Joseph William Foster
was making a living producing regular running shoes when he came up with the idea to create a
novelty spiked running shoe. After his ideas progressed he joined with his sons, and founded a
shoe company named J.W. Foster and Sons in 1895.[2]

In 1960, two of the founder's grandsons Joe and Jeff Foster renamed the company Reebok in
England, having found the name in a dictionary won in a race by Joe Foster as a boy; the
dictionary was South African edition hence the spelling.[3] The company lived up to the J.W.
Foster legacy, manufacturing first-class footwear for customers throughout the UK. In 1979,
Paul Fireman, a US sporting goods distributor, saw a pair of Reeboks at an international trade
show and negotiated to sell them in North America.[2]

'The CEO of Reebok ' The Chairman and CEO of Reebok was Paul Fireman. He was the one to
introduce the Freestyle in 1980 he was the founder and innovator of Reebok. He left his position
in 2006 and sold Reebok to Adidas for $3.8 billion. Paul Harrington took his place in April for
two years. In March 2008 Uli Becker became CEO of Reebok.. He is now responsible for
Reebok brands business around the world, and he reports to the chairman and CEO of the Adidas
group. The top 3 CEO connections are Mr. John Warren who is the chief financial officer and
general manager of sports licensed division, Mr. Terry R. Pillow senior vice president, and Mr.
Rick Paterno senior Vice President. The top five shareholders are Bardwil Industries Inc, Dr.
Martens Airwair USA, llc, Native Intimates Ltd., Welspun USA, Ins., Alpha Mills Corporation.
Its headquarters are in Canton, Massachusetts, U.S.A. its regional offices are in Amsterdam,
Montreal, Hong Kong, and Mexico City.

Human rights and production details

In the past, Reebok had an association with outsourcing through sweatshops, but today it claims
it is committed to human rights. In April 2004, Reebok's footwear division became the first
company to be accredited by the Fair Labor Association. In 2004, Reebok also became a
founding member of the Fair Factories Clearinghouse, a non-profit organization dedicated to
improving worker conditions across the apparel industry.

Supplier information, according to the Reebok website as of May 2007:

"Footwear Reebok uses footwear factories in 14 countries. Most factories making Reebok
footwear are based in Asia — primarily China (accounting for 51% of total footwear
production), Indonesia (21%), Vietnam (17%) and Thailand (7%). Production is consolidated,
with 88% of Reebok footwear manufactured in 11 factories, employing over 75,000 workers.

"Apparel Reebok has factories in 45 countries. The process of purchasing products from
suppliers is organized by region. Most (52%) of Reebok's apparel sold in the United States is
produced in Asia, with the rest coming from countries in the Caribbean, North America, Africa
and the Middle East. Apparel sold in Europe is typically sourced from Asia and Europe. Apparel
sold in the Asia Pacific region is typically produced by Asian-based manufacturers.

Endorsements
North America

he company holds exclusive rights to manufacture and market both authentic and replica uniform
jerseys and sideline apparel of the teams of the National Football League (NFL) since 2002
(marketed as NFL Equipment), the Canadian Football League (CFL) since 2004, and is the
official shoe supplier to the NFL and Major League Baseball (MLB).

The company also holds sponsorships with Mexican club Chivas Guadalajara; Brazilian clubs
Cruzeiro, Internacional, and São Paulo FC; and German club FC Köln for the 2008–09 season.
[edit] CCM

Logo of Sidney Crosby Rbk SC87 line by Reebok

In addition, Reebok acquired official National Hockey League (NHL) sponsor CCM in 2004,
and is now manufacturing ice hockey equipment under the CCM and Reebok brands, and has
signed popular young stars Sidney Crosby and Alexander Ovechkin to endorsement deals
(Crosby for Reebok, Ovechkin for CCM). Reebok has phased out the CCM name on NHL
authentic and replica jerseys in recent years, using the Reebok logo since 2005. However,
recently Reebok has been making vintage jerseys (like the 1967 Toronto Maple Leafs blue
jerseys shown here [4])under the CCM name.

Reebok is also endorsed by Lewis Hamilton, Allen Iverson, Yao Ming, Carolina Klüft, Amélie
Mauresmo, Nicole Vaidišová, Shahar Pe'er, Ivy, Thierry Henry, Vince Young, Iker Casillas,
Ryan Giggs, Andriy Shevchenko, and Amir Khan.

[edit] Europe

The Reebok Stadium in Horwich, Bolton

The company maintains its relationship with its origins in the UK through a long-term
sponsorship deal with Bolton Wanderers, a Premier League football club. When the team moved
to a brand new ground in the late-1990s, their new home was named the Reebok Stadium.
Several other English clubs had Reebok sponsorship deals up until the purchase by Adidas, but
most have since switched to either the parent brand (which has a long history in football) or
another company altogether.
In rugby union, Reebok sponsored the Wales national team until late 2008, who won the Grand
Slam in the Six Nations Championship in that year, and the Tasman Makos in New Zealand's
domestic competition, the Air New Zealand Cup.

In 2006, FC Barcelona and France striker Thierry Henry (then playing for Arsenal) signed a deal
to join the "I Am What I Am" campaign on 1 August 2006. Ryan Giggs has also done "I Am
What I Am" commercials. Also, on 1 August, Andriy Shevchenko started his endorsement deal
with the company.[5]

[edit] Australia

In 2005, Reebok also signed an exclusive agreement to design and supply all eight team home
and away strips for the new Australian A-League competition. Although not an expensive deal,
this partnership is paying dividends for Reebok, due to the growing popularity of football and the
league in the area. An estimated 125,000 jerseys have been sold in Australia, a record for a single
league's sales in a year for a sports manufacturer.[6]

Reebok sponsors four teams in the Australian Football League, those being the Gold Coast Suns,
the Melbourne Football Club, the Port Adelaide Football Club and the Richmond Football Club.
Reebok sponsors the St George Illawarra Dragons in the NRL.

Reebok advertisement in Basel

[edit] India

Reebok sponsored sports kits for the great rich Indian Premier League teams, such as the Royal
Challengers Bangalore, Kolkata Knight Riders, Rajasthan Royals and Chennai Super Kings in
the first edition of the league held in 2008, however for the second edition held in 2009 the
sponsorships included (Royal Challengers Bangalore, Kolkata Knight Riders, Chennai Super
Kings, Kings XI Punjab) kits.

[edit] Non-Sports

Rapper Jay-Z became the first non-athlete to get a signature shoe from Reebok. The "S. Carter
Collection by Rbk" was launched on 21 November 2003 and the S. Carter sneaker became the
fastest-selling shoe in the company's history.[7] Later, Reebok made a deal with rapper 50 Cent to
release a line of G-Unit sneakers and artists like Nelly and Miri Ben-Ari have become
spokespersons for the company. Reebok also signed Scarlett Johansson and introduced her own
line of apparel and footwear called Scarlett Hearts, an Rbk Lifestyle Collection. Reebok also
produce shoes for Emporio Armani under the label EA7. These shoes are marketed to the high-
end fashion market.

Recent news
• In 2009, Reebok launched JUKARI Fit to Fly, an innovative gym workout designed for
all women with one single objective – to make fitness for women fun again. JUKARI, the
result of a long-term relationship between Reebok and the globally renowned
entertainment company, Cirque du Soleil, is an hour-long workout that was created on a
specially-designed piece of equipment called the FlySet, which gives the sensation of
flying while strengthening and lengthening the body through cardio, strength, balance
and core training. JUKARI launched in top gyms in fourteen cities around the world
including Hong Kong, Mexico City, Madrid, London, Kraków, Munich, Seoul, Kuala
Lumpur, Buenos Aires, Santiago, Montreal, Los Angeles, Boston, and New York. To
complement JUKARI Fit to Fly, Reebok also created two collections of women's fitness
apparel and footwear called On the Move and the Reebok-Cirque du Soleil collection.
Both lines consist of products that can be worn for a range of fitness disciplines, from
running to yoga, JUKARI Fit to Fly, to tennis. All were developed and designed with a
deep understanding and knowledge of the unique way a woman's body moves.
• In 2009, Reebok launched the EasyTone footwear collection that allows consumers to
"take the gym with them." The EasyTone technology involves two balance pods under
the heel and forefoot of the shoe that create a natural instability with every step, which
Reebok claims forces the muscles to adapt and develop tone.
• In April 2008 Reebok launched its online store in UK and France.[10] In January 2009
Reebok had extended the store to Germany, Austria, Netherlands, Belgium and Ireland
and had also introduced YourReebok – an application to design your own Reeboks.[11]
• For the 2008–09 season, Reebok created the Reebok Edge 2 uniform system, for National
Hockey League's players. The league adopted the jersey and now all teams sport the new
style for both their home and away jerseys.
• In July 2007, Reebok launched its Lifestyle Footwear Collection in association with
Daddy Yankee's new album. In December 2007, Reebok launched the GOAL Collection
of football gear on the release of the Indian football movie Dhan Dhana Dhan Goal.
• In June 2007, Reebok announced Scarlett Johansson on its array of brand ambassadors.
Johansson promotes the Scarlett 'Hearts' Rbk" collection, a 'fashion-forward, athletic-
inspired' footwear targeted at the Indian market.
• For the 2007/08 season, the National Hockey League introduced a new uniform system
league-wide, designed and manufactured by Reebok and called Reebok Edge. The new
uniforms include new fabrics which are said to repel water and sweat more effectively.
Most players have avoided comment, but some have commented that the Edge system's
 improved water repelling abilities leads to gloves and skates becoming saturated and
uncomfortable during play.
• In late 2006, a court case began between Liverpool FC, the winners of the 2005 UEFA
Champions League while wearing Reebok's kit, and Reebok. Reebok claimed that
Liverpool cost them £7m because of a delay in confirming the renewal of the Carlsberg
sponsorship deal, which meant a delay in releasing the away shirt for 2005/06 (the last
that Reebok would make for them)The kit that was eventually released was very similar
to the away kit for 2003/04. Liverpool subsequently switched to Adidas for their official
kit following Adidas' acquisition of Reebok.
• In November 2006, the National Basketball Association and Women's National
Basketball Association switched from Reebok to Adidas branding on authentic and
replica jerseys because that brand is better known outside North America and the UK.
• In October 2006 Reebok launches its first blog, "I am what I am"[12] in Spanish.
• On March 23, 2006, Reebok recalled 300,000 charm bracelets that contained extremely
high levels of lead. The bracelet has a heart pendant at the end that is printed with the
name "Reebok." It allegedly caused the lead poisoning death of a 4-year-old child who
swallowed it.
• In August 2005, one of the company's largest rivals, Adidas, announced that it would
acquire Reebok for $3.8 billion. The deal was completed in January 2006.[

PRODUCTS:
• Women
o Footwear
o Apparel
o Accessories
o Equipment
o Cardio
o Girls
• Men
o Footwear
o Apparel
o Accessories
o Equipment
o Cardio
o Boys
• Sport
o American Football
o Baseball
o Basketball
o Lacrosse
o Hockey
 o Running
o Football
o Tennis
o Men's Training
o Walking
• Classics
o Womens
o Men
o Girls
o Boys
• reebok men
• reebok shop
• reebok prices
• reebok shoes
• reebok customer service
• reebok customer support
• reebok leather
• reebok watches

Reebok Strategy
see complete article

In 2010, the Reebok brand continued to execute its strategy, positioning itself as a premium
sports and lifestyle brand focused on fitness and training. Based on its roots and heritage in
fitness, Reebok has developed a roadmap for its key businesses going forward: Own
Women’s Sport, Challenge in Men’s Sport, Revive Classics.

Own Women’s Sport and challenge in Men’s Sport

Unlike many other brands, Reebok is committed to making fitness aspirational and fun again –
by providing consumers with experiences, products and the inspiration to be fit for life. With a
holistic approach to fitness, Reebok provides consumers with proprietary technologies based on
the three key elements of total fitness: strength, conditioning and flexibility. Through a focused
approach to these elements, Reebok has developed three key product concepts:

• Toning (launched in 2009)

• ZigTech (launched in 2010) and

 • RealFlex (to be launched in 2011)

These three product concepts are designed and will be commercialised across genders.

minimize paragraph

Strength: leveraging leading position in toning

In 2009, Reebok launched the EasyTone footwear collection that is designed to help tone key leg
muscles. EasyTone is based on Reebok’s proprietary “Moving Air” technology. It involves two
balance pods under the heel and forefoot of the shoes that create natural instability with every
step, forcing the muscles to adapt. Building on the success of EasyTone, in 2010 Reebok
expanded its footwear offering into running with RunTone and training with TrainTone.

The brand also expanded its toning reach with a new offering of lifestyle, athletic and dress shoe
models to capture additional consumer segments and distribution channels.
To continue driving its position as one of the leaders in the toning category, Reebok launched
EasyTone apparel in the second half of 2010, therefore introducing the first head-to-toe toning
story in the marketplace. EasyTone apparel includes stylish tops and bottoms which are designed
to help tone key muscles as a part of a healthy fitness lifestyle. EasyTone apparel uses Reebok’s
proprietary ResisTone bands which create resistance with every move.

Reebok will evolve the toning platform for 2011 with the launch of the “Tone while you live”
campaign. This campaign features inspirational EasyTone fans from around the world who fit
fitness into their busy lives with EasyTone footwear and apparel.

minimize paragraph

Conditioning: successful market launch of ZigTech

In spring 2010, Reebok introduced its second innovative technology with ZigTech, an innovative
running and training shoe concept for conditioning activities. ZigTech not only created
outstanding buzz among consumers but also saw strong sell-through success for men, women
and kids at key accounts in key markets including the USA, Russia and Korea.
Reebok’s ZigTech footwear utilises a unique “Zig-Zag” geometry that delivers energy transfer
back to a runner’s running stride. Its unique sole propels the runner forward and is designed to
help reduce muscle fatigue in shins.

Reebok’s strategy is to expand the ZigTech platform across categories in order to build
ownership with this iconic geometric shape. For example, in October 2010, the brand launched
ZigTech Basketball in conjunction with Washington Wizards Rookie John Wall, allowing
Reebok to revive the basketball category. The brand also extended ZigTech into Kids, capturing
this young and influential consumer in a highly relevant way. The ZigTech girls and boys launch
in the fourth quarter of 2010 in the USA was supported by an integrated “ReeZig” marketing
campaign.

In spring 2011, the next category-specific evolution of ZigTech for men and women will follow
with the launch of ZigTech Nano, a lower-profile version of the original ZigTech.

Capitalising on the momentum generated by ZigTech footwear, Reebok takes the energy of
ZigTech from the feet up to the body with the launch of ZigTech apparel for both men and
women in 2011. ZigTech apparel is made with special fibres called Celliant. These fibres are
made with a collection of natural minerals that help to increase oxygen levels in the skin.

The ZigTech concept will be supported by an integrated global marketing campaign “ReeZig –
More Energy” in 2011. The campaign features key assets from Reebok’s roster of athletes
including John Wall, Lewis Hamilton, Alexander Ovechkin and Peyton Manning. It shows the
athletes in training action with a visual language highlighting the unique zig-zag shape.

minimize paragraph

Flexibility: introducing RealFlex

In 2011, Reebok will introduce its third pillar, supporting flexibility and natural movement.
RealFlex is engineered with 76 independent “sensors” that help promote the natural movement
of your feet. These sensors are positioned to flex and move throughout the stride while providing
protection under the feet. RealFlex provides Reebok with a unique point of view in the fast-
growing lightweight running and training category. And just like ZigTech and Toning, RealFlex
represents a distinctive visual DNA as well as a highly relevant, functional consumer
proposition.

Reebok also demonstrates its commitment to this fitness and training area through the creation of
innovative workout experiences such as its partnership with Cirque du Soleil and the roll-out of
the Jukari training programme. In 2011, Reebok will expand its fitness footprint around the
world through an innovative, back to basics grassroots movement.

minimize paragraph

Revive Classics
Reebok Classics leverages the fitness attitude and roots of the brand into the lifestyle segment.
Classics targets consumers who want to be “fit for the street” and value trend-right products that
fit their mobile lifestyle. In 2010, the foundation and strategic direction of the Classics business
was further defined, which has laid the groundwork for Reebok Classics to re-emerge in 2011.

The key product concept in 2011 is Reebok Lite. This collection modernises Reebok’s Classics
offering by combining lightweight, trend-right materials and Reebok’s proprietary technologies.

The result is a range of products that provide supreme comfort, technical details and a distinctive
aesthetic appeal. This new product collection will be highlighted through an integrated global
marketing campaign. World-renowned music producer and newest member of the Reebok
family, Swizz Beatz will act as Creative Director. The campaign will bring together music, dance
and the Reebok Lite product collection, which will announce to the world that Reebok Classics is
back.

Milestones:
EEBOK HISTORY

1890-1930's

J.W. 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. So, in the 1890s, Joseph William Foster made some of the
first known running shoes with spikes in them. By 1895, he was in business making shoes by
hand for top runners; and before long his fledgling company, J.W. Foster and Sons, developed an
international clientele of distinguished athletes. 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."

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1950-1980

A Gazelle Named Reebok, A Company on the Move

In 1958, two of the founder's grandsons started a companion company that came to be known as
Reebok, named for an African gazelle. In 1979, Paul Fireman, a partner in an outdoor sporting
goods distributorship, spotted Reebok shoes at an international trade show. He negotiated for the
North American distribution license and introduced three running shoes in the U.S. that year. At
$60, they were the most expensive running shoes on the market.

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1980's

By 1981, Reebok's sales exceeded $1.5 million, but a dramatic move was planned for the next
year. In 1982, Reebok introduced the first athletic shoe designed especially for women; a shoe
for a hot new fitness exercise called aerobic dance. The shoe was called the Freestyle™, and
with it Reebok anticipated and encouraged three major trends that transformed the athletic
footwear industry: the aerobic exercise movement, the influx of women into sports and exercise
and the acceptance of well-designed athletic footwear by adults for street and casual wear.
Explosive growth followed, which Reebok fueled with new product categories, making Reebok
an industry leader.

In the midst of surging sales in 1985, Reebok completed its initial public offering (stock symbol
is NYSE: RBK). A year later, Reebok made its first strategic acquisition, The Rockport
Company. Rockport was a pioneer in using advanced materials and technologies in traditional
shoes and the first company to engineer walking comfort in all types of dress and casual shoes.
In the late 1980s, 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.

Creating innovative products that generate excitement in the marketplace has been a central
corporate strategy ever since Reebok introduced the Freestyle. In the late 1980s, a particularly
productive period began with The Pump® technology and continues today, with breakthrough
concepts and technologies for numerous sports and fitness activities.

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1990's

In 1992, 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, baseball, soccer, track and field and other sports. That same year, Reebok began its
partnership with golfer Greg Norman, resulting in the creation of The Greg Norman Collection.

In the late 1990s, Reebok made a strategic commitment to align its brand with a select few of the
world’s most talented, exciting and cutting-edge athletes. Since then, the company has focused
on those athletes who represent the top echelon of sports and fitness.

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2000

In 2000, Reebok and the National Football League announced an exclusive partnership that
serves as a foundation of the NFL’s consumer products business. The NFL granted a long-term
exclusive license to Reebok beginning in the 2002 NFL season to manufacture, market and sell
NFL licensed merchandise for all 32 NFL teams. The license includes on-field uniforms, sideline
apparel, practice apparel and an NFL-branded footwear and apparel collection.

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2001

In 2001, Reebok formed a long-term strategic partnership with the National Basketball
Association under which Reebok designs, manufactures, sells and markets licensed merchandise
for the NBA, the Women’s National Basketball Association (WNBA) and the National
Basketball Development League (NBDL), the NBA’s minor league. Reebok secured the
exclusive rights to supply and market all on-court apparel, including uniforms, shooting shirts,
warm-ups, authentic and replica jerseys and practice gear for all NBA, WNBA and NBDL
teams. Reebok also had exclusive rights, with limited exceptions, to design, manufacture, market
and sell headwear, T-shirts, fleece and other apparel products for all teams in most channels of
distributions. In 2006, Reebok transferred the NBA rights to the adidas Brand.

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2002

In 2002, 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, authentic and aspirational. Inspired by street fashion,
Rbk’s marketing is culturally relevant as well. With many of the industry’s most marketable and
valuable sports assets on its roster, Reebok rolled-out an integrated marketing campaign that
fused together sports, music, technology and entertainment, and was designed to connect the
Reebok Brand to millions of new consumers around the world. 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. Reebok tapped into something the industry
had not yet seen, and became a pioneer in the fusion of sports, music and technology.

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2003

2003 was a landmark year for Rbk. Reebok formed an unprecedented partnership with rap
musician Jay-Z, which included the design and marketing of the "S. Carter Collection by Rbk,"
which launched in April. With the partnership, Jay-Z became the first non-athlete to have a
signature athletic footwear collection. The launch of Jay Z’s first shoe was extremely successful
around the world. Later that year, Reebok teamed up with another superstar of the rap world, 50
Cent. The result was the equally successful “G Unit Collection by Rbk.”

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2004

In 2004, Reebok became the world’s leading producer of hockey apparel and equipment with its
acquisition of The Hockey Company. The Hockey Company’s brands, CCM, Koho and Jofa, are
among the most respected in the sport.

Reebok has a long-term licensing agreement with the National Hockey League, under which the
company serves as the supplier of authentic “on-ice” game jerseys to all 30 NHL teams. It also
has the exclusive worldwide rights to manufacture and market authentic, replica and practice
jerseys using the names and logos of the NHL and its teams. Reebok also has exclusive
agreements with the Canadian Hockey League, the American Hockey League and the East Coast
Hockey League.

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2005

In early 2005, Reebok launched Rbk Hockey, a new and innovative line of ultra-high
performance hockey equipment, sticks and skates and signed hockey phenom Sidney Crosby,
who has lived up to his billing as the league’s next great player. In two short years, Rbk Hockey
has become one of the most visible and in-demand hockey brands on the market.

In 2005, Reebok launched its largest global integrated marketing and advertising campaign in
nearly a decade. "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. The campaign
encourages young people to embrace their own individuality by celebrating their contemporary
heroes. Celebrities featured in the campaign include music icons Jay-Z, Daddy Yankee and 50
Cent; top athletes Allen Iverson, Donovan McNabb, Curt Schilling, Kelly Holmes, Iker Casillas
and Yao Ming; screen stars Lucy Liu, John Leguizamo and Christina Ricci; and skateboarder
Stevie Williams.

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2006

In January 2006, adidas-Salomon AG acquired Reebok, forever altering the worldwide sporting
goods industry landscape. Shortly after the close of the acquisition, Reebok Chairman and CEO
Paul Fireman announced he was leaving the company to pursue other interests, and Paul
Harrington was named President and CEO of the Reebok brand. Today, the adidas Group, which
includes the adidas, Reebok, TaylorMade-adidas Golf and Rockport brands is a global leader in
the sporting goods industry and offers a broad portfolio of products. Products from the adidas
Group are available in virtually every country of the world. Activities of the company and its
more than 80 subsidiaries are directed from the Group's headquarters in Herzogenaurach,
Germany.

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2007

Reebok launched Run Easy, one of the most comprehensive running campaigns in the brand’s
history. The goal of the campaign was to inspire consumers around the world to fulfill their
potential and celebrate their individuality. The message of the campaign was that while many
other brands speak about the "blood, sweat and tears" of running, Reebok celebrated the
camaraderie, joy and fun of running – Run Easy.

In addition, Reebok's partnership with the National Hockey League took center stage with the
unveiling the Rbk Edge Uniform System, a complete, team-wide redesign and re-engineering of
the NHL uniform, and the opening of the NHL Powered by Rbk retail store in New York City.

Reebok also launched its "There are Two People in Everyone" marketing campaign for the
second half of 2007 in select regions. The global marketing campaign highlights Reebok’s
unique brand point of view of celebrating the individual’s balance between sport and life. The
campaign, featuring international sport stars such as Allen Iverson, Yao Ming, MS Dohni and
Nicole Vaidisova, declared that there is more to an athlete than his or her sport.

2008

Reebok’s global marketing campaign, ‘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. Expressed as a global brand campaign, ‘Your Move’ was an invitation to
people to do it their way in sport and in life. 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.

In the summer of 2008, Reebok and driving ace Lewis Hamilton announced a multi-year
partnership at a spectacular 3-D event in Amsterdam, home of Reebok’s European Headquarters.
At the event, Reebok unveiled “The Athlete within the Driver,” gave media a rare insight into
Hamilton’s demanding fitness regime. Hamilton revealed how Reebok’s Smoothfit training
footwear and apparel range helped him to train better than ever before.

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2009

In February 2009, Reebok launched the Jukari Fit to Fly workout, the first in a series of
initiatives to come out of a new, long-term partnership with Cirque du Soleil. 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 result is a workout that gives the
sensation of flying while strengthening and lengthening the body through cardio, strength,
balance and core training.

Also in 2009, Reebok made a pledge to tone the butts and legs of women around the world with
its innovative EasyTone footwear. Featuring first-of-its-kind balance pod technology, the shoe
generates incredible results thanks to proprietary technology invented by a former NASA
engineer.