Reebok has a rich tradition and legacy as a brand and it also has a pretty amazing story. KM recently got to sit down with Uli Becker to discuss where the brand has been and is going and it turns out to be a really good read. If you are interested in the story behind some of your favorite shoes check it out here.
FN: What were the brand’s biggest problems when you took over?
UB: Our reputation was in the toilet, and [customer recognition] was too. The business was very much characterized by low price-point product, which drove it to the lower end of distribution. Reebok [fell] between a branded and unbranded business. From a consumer point of view, if you buy unbranded, maybe Reebok was the first brand you considered because … there were minimal differences in prices. Or if you’re a branded person, Reebok was really the last brand you considered. And that is not a good place to be for a brand that has high aspirations to position itself in the big game.
Via TSG
