Since adidas bought Reebok, the company surprisingly hasn't done all too well for itself. Despite all the marketing, from 2006 to 2012, Reeboks sales skidded 13% to $2.2 billion as adidas total sales overall surged 48% to $14.9 billion at the same time. This year however, things started to look up for Reebok.
Back in January, adidas gave up an unspecified amount of money to make Reebok the title sponsor for the Spartan Race series. The Spartan Race is a massive event where fitness nuts take to these grueling courses in mud as their “mental and emotional fitness” are put through the test by fire, barbed wire and other obstacles. This year it’s expected that 500,000 people are expected to sign up for the course this year which is considerably helping Reebok surge in sales the recent quarter. Matt O’Toole explained “Reebok’s mission is to change the way people perceive, experience and define fitness.”
And that is what they have done. Recent sneakers, like the Reebok ATV, have definitely helped with Reebok’s resurgence. With CrossFit already under their belt and the Spartan Race becoming huge in its own respects, we'll have to stay tune on this once top tiered brand.
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