Reebok History
Earlier company descriptions, brand line-ups, store counts and photographs from the history of Reebok, kept for historical reference.
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The Company Description of Its Time
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. Its own summary of itself, kept at the head of this profile, is 'Having Fun Staying in Shape' brought to life through a fun, bold, provocative footwear and fashion brand. The brand is committed to designing products and marketing programs that reflect creativity and the desire to constantly challenge the status quo - a positioning statement this profile keeps in the company's own terms before turning to the ownership record that followed it.
Inside the adidas Group, and the 2014 Record
At the time this profile was maintained, Reebok was owned by adidas, and the filing preserves a dated piece of group reporting as its historical record: the adidas Group full-year 2014 results summary, reported on March 5, 2015. From a brand perspective, fourth quarter sales at adidas increased 11% on a currency-neutral basis, driven by double-digit sales growth in the Sport Performance training and running categories as well as at adidas Originals and adidas NEO. Sales at Reebok grew 1% on a currency-neutral basis: double-digit sales increases in the fitness training, walking and studio categories were partly offset by decreases in the fitness running category and in Classics.
The same 2014 summary records that revenues at TaylorMade-adidas Golf declined 24%, as a result of that business's ongoing efforts to clean retail inventories and the timing of new product introductions, and that sales at Reebok-CCM Hockey increased 2% on a currency-neutral basis as a result of strong sales growth in sticks. Those figures belong to their reporting period and are kept here exactly as a dated record of the brand's position inside the adidas portfolio in the mid-2010s - growing in training, walking and studio, shrinking in fitness running and Classics - not as a statement of the brand's performance today. The ownership change that ended the adidas era is set out in the snapshot and the current note at the top of this page.
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