A
A
PROJECT REPORT
PROJECT REPORT
ON
ON
“REEBOK”
“REEBOK”
Summer Training Project Summer Training Project
Submitted in the partial fulfillment of the requirement for the award of the Submitted in the partial fulfillment of the requirement for the award of the
Degree of Bachelors of Business Administration Degree of Bachelors of Business Administration
SUBMITTED
SUBMITTED BY: BY: UNDER UNDER GUIDANCE GUIDANCE OFOF:: MANORANJAN SINGH
MANORANJAN SINGH BBA (4
BBA (4THTHSEMESTER)SEMESTER)
BHARATI VIDYAPEETH UNIVERSITY, SCHOOL OF
BHARATI VIDYAPEETH UNIVERSITY, SCHOOL OF
DISTANCE EDUCATION, ACADEMIC STUDY
DISTANCE EDUCATION, ACADEMIC STUDY CENTER:
CENTER:
BVIMR, NEW DELHI
BVIMR, NEW DELHI
Student Undertaking Student Undertaking
I BHUVAN VYAS have
I BHUVAN VYAS have completcompleted ed the Summer Training Project titled “the Summer Training Project titled “REEBOK REEBOK ”” und
under er ththe e guiguidandance ce of of ______________________________________i__in n the the parpartitial al fulfulfifillllmement nt of of ththee requirem
requirement for ent for the award of the award of degree of Bachelor of degree of Bachelor of Business AdminBusiness Administratiistration of on of BVUBVU,,
SDE, Academic Study Center BVIMR,
SDE, Academic Study Center BVIMR, New New Delhi. Delhi. This is This is an an original piece original piece of of work work & I have neither copied and nor submitted it earlier elsewhere.
& I have neither copied and nor submitted it earlier elsewhere.
_______________ _______________
Students Signature Students Signature
ACKNOWLEDGEMENT
ACKNOWLEDGEMENT
The present work is an effort to throw some light on “
The present work is an effort to throw some light on “REEBOK”.REEBOK”. The work wouldThe work would not have been possible to come to the present shape without the able guidance, not have been possible to come to the present shape without the able guidance, supervision and help to me by number of people.
supervision and help to me by number of people.
With deep sense of gratitude I acknowledge the encouragement and guidance received With deep sense of gratitude I acknowledge the encouragement and guidance received by my project guide _____________and other staff members of
by my project guide _____________and other staff members of REEBOK.REEBOK.
I convey my heartful affection to all those people who helped and supported me I convey my heartful affection to all those people who helped and supported me during the course, for completion of my Project Report.
PREFACE
PREFACE
A hallmark of any premier business school is
A hallmark of any premier business school is its willingnesits willingness and s and ability to constantlability to constantlyy explore and implement new ideas and practices in the field of management education. explore and implement new ideas and practices in the field of management education. Institute constantly reorients their programs in order to keep abreast of changing Institute constantly reorients their programs in order to keep abreast of changing development.
development.
The initial interaction between school students and industry takes place when the The initial interaction between school students and industry takes place when the students undergo project is usually for knowing the process for recruitment, selection, students undergo project is usually for knowing the process for recruitment, selection, industrial relations & training of that institution. It is often the exposure to corporate industrial relations & training of that institution. It is often the exposure to corporate cult
culture ure that a that a studstudent receivent receives, es, partparticulicularly true arly true for for studstudents withouents without t prioprior r worwork k experience.
experience.
During my training at
During my training at REEBREEBOK, I OK, I was taken project on was taken project on recruitrecruitment, selectionment, selection & training policy of REEBOK.
& training policy of REEBOK.
The main purpose of the study is to know the policies of the bank regarding The main purpose of the study is to know the policies of the bank regarding recruitment, selection & training, which helped me in gaining knowledge about the recruitment, selection & training, which helped me in gaining knowledge about the different working pattern of different departments of the company.
TABLE OF CONTENT
TABLE OF CONTENT
Page no. Page no. • •INTRODUCTION
INTRODUCTION
••
INDUSTRTY PROFILE
INDUSTRTY PROFILE
•
•
COMPANY PROFILE
COMPANY PROFILE
•
•
MARKETING STRATEGIES
MARKETING STRATEGIES
•
•
FINANCIAL STRATEGIES
FINANCIAL STRATEGIES
•
•
H.R. POLICIES & STRATEGIES
H.R. POLICIES & STRATEGIES
•
•
DATA ANALYSIS
DATA ANALYSIS
•
•
FINDINGS
FINDINGS
•
•
CONCLUSIONS & SUGGESTIONS
CONCLUSIONS & SUGGESTIONS
•
INTRODUCTION
INTRODUCTION
REEBOK INTRODUCTION
REEBOK INTRODUCTION
Reebok is an American-inspired, global brand that creates and markets sports and 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 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 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. programs that reflect creativity and the desire to constantly challenge the status quo.
REEBOK'S VISION REEBOK'S VISION
Fulfilling Potential Fulfilling Potential
Reebok is dedicated to providing each and every athlete - from professional athletes Reebok is dedicated to providing each and every athlete - from professional athletes to recreational runners to kids on the
to recreational runners to kids on the playgrouplayground - nd - with the opportunitywith the opportunity, the , the products,products, and the inspiration to achieve what they are capable of. We all have the potential to do 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, great things. As a brand, Reebok has the unique opportunity to help consumers, athl
athletes and etes and artartistsists, , partpartners ners and and emplemployeoyees es fulffulfill ill theitheir r trutrue e potepotentiantial l and and reareachch heights they may have thought un-reachable.
heights they may have thought un-reachable.
REEBOK'S MISSION REEBOK'S MISSION
Always Challenge and Lead
Always Challenge and Lead through Creativitythrough Creativity
At Reebok, we see the world a little differently and throughout our history have made 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 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. products and marketing programs that reflect the brand’s unlimited creative potential.
REEBOK'S POSITIONING REEBOK'S POSITIONING
Celebrate Individuality in Sport and Life Celebrate Individuality in Sport and Life
Reebok understands that people are, above all, unique. Reebok’s positioning reflects 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 this; celebrating the distinct qualities that make people who they are - their unique
p
acc
accomplomplishmishmentsents. . ReeReebok bok celcelebraebrates tes theitheir r indiindividuvidualitality, y, theitheir r authauthentienticitcity y and and thethe courage it takes to forge their own path to greatness. While some may call them crazy courage it takes to forge their own path to greatness. While some may call them crazy or eccentric, Reebok calls them visionary and original.
or eccentric, Reebok calls them visionary and original.
REEBOK'S PURPOSE REEBOK'S PURPOSE
To Empower Global Youth to Fulfill
To Empower Global Youth to Fulfill their Potentialtheir Potential
Commitment to Corporate Responsibility is an important legacy and hallmark of the Commitment to Corporate Responsibility is an important legacy and hallmark of the Reebok brand. For two decades, Human Rights, through the Reebok Human Rights 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 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 built and created a Global Corporate Citizenship platform with a purpose for the brand that will help
brand that will help underpriviunderprivileged, underserveleged, underserved youth d youth around the world fulfill their around the world fulfill their potential and live healthy, active lives.
potential and live healthy, active lives.
REEBOK'S BRAND TERRITORY REEBOK'S BRAND TERRITORY
Having Fun Staying in Shape Having Fun Staying in Shape
Having Fun Staying in Shape comes to life through a fun, bold, provocative manner Having Fun Staying in Shape comes to life through a fun, bold, provocative manner expressed through fresh, eye catching imagery signed off with a unique 'Reeword.' expressed through fresh, eye catching imagery signed off with a unique 'Reeword.' The tone and manner allows the consumer to look at sport and lifestyle through our The tone and manner allows the consumer to look at sport and lifestyle through our lens of 'Ree.'
lens of 'Ree.'
Reebok International Limited
Reebok International Limited, a subsidiary of the German sportswear company, a subsidiary of the German sportswear company Adidas
Adidas, is a producer of , is a producer of athletic footwear athletic footwear ,, apparelapparel, and accessories. The name comes, and accessories. The name comes from the
from the AfrikaansAfrikaans spellispelling ng of of rhebok rhebok , a type of African, a type of African antelopeantelope or or gazellegazelle. In 1890. In 1890 in Holcombe Brook, a small village 6 miles north east of
in Holcombe Brook, a small village 6 miles north east of BoltonBolton,, EnglandEngland, Joseph, Joseph William Foster was making a living producing regular running shoes when he came 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 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
joined with his sons, and founded a shoe company named J.W. Foster and SonsJ.W. Foster and Sons inin 1895.
In 1960, two of the founder's grandsons Joe and Jeff Foster renamed the company In 1960, two of the founder's grandsons Joe and Jeff Foster renamed the company
Reebok
Reebok in England, having found the name in a dictionary won in a race by Joein 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.
Foster as a boy; the dictionary was South African edition hence the spelling.[3][3] TheThe
company lived up to the J.W. Foster legacy, manufacturing first-class footwear for company lived up to the J.W. Foster legacy, manufacturing first-class footwear for cu
custstomomerers s ththrorougughohout ut ththe e UKUK. . In In 19197979, , PaPaul ul FiFireremaman, n, a a US US spsporortiting ng gogoododss distributor, saw a pair of Reeboks at an international trade show and negotiated to sell distributor, saw a pair of Reeboks at an international trade show and negotiated to sell them in North America.
them in North America.[2][2]
Human rights and production details Human rights and production details
Reebok world headquarters in Canton Reebok world headquarters in Canton
In the past, Reebok had an association with
In the past, Reebok had an association with outsourcingoutsourcing throughthrough sweatshopssweatshops, but, but today it claims it is committed to
today it claims it is committed to human rightshuman rights. In April 2004, Reebok's footwear . In April 2004, Reebok's footwear division became the first company to be accredited by the Fair Labor Association. In 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 2004, Reebok also became a founding member of the Fair Factories Clearinghouse, a non-profit organization dedicated to improving worker conditions across the apparel non-profit organization dedicated to improving worker conditions across the apparel industry.
industry.
Supplier information, according to the Reebok website as of May 2007: Supplier information, according to the Reebok website as of May 2007:
""FootwearFootwear Reebok uses footwear factories in 14 countries. Most factories makingReebok uses footwear factories in 14 countries. Most factories making Reebok footwear are based in Asia — primarily China (accounting for 51% of total Reebok footwear are based in Asia — primarily China (accounting for 51% of total footwear production), Indonesia (21%), Vietnam (17%) and Thailand (7%).
footwear production), Indonesia (21%), Vietnam (17%) and Thailand (7%). Production is consolidated, with 88% of Reebok footwear manufactured in 11 Production is consolidated, with 88% of Reebok footwear manufactured in 11 factories, employing over 75,000 workers.
factories, employing over 75,000 workers.
"Apparel
"Apparel Reebok has factories in 45 countries. The process of purchasing productsReebok 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 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 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 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 sourced from Asia and Europe. Apparel sold in the Asia Pacific region is typically produced by Asian-based manufacturers.
typically produced by Asian-based manufacturers.
[[editedit] Endorsements] Endorsements [[editedit] North America] North America
The company holds exclusive rights to manufacture and market both authentic and The company holds exclusive rights to manufacture and market both authentic and replica uniform jerseys and sideline apparel of the teams of the
replica uniform jerseys and sideline apparel of the teams of the National Football National Football League
League (NFL) since 2002 (marketed as(NFL) since 2002 (marketed as NFL Equipment NFL Equipment ), the), the Canadian FootballCanadian Football League
League (CFL) since 2004, and is the official shoe supplier to the NFL and(CFL) since 2004, and is the official shoe supplier to the NFL and Major Major League Baseball
League Baseball (MLB).(MLB).
The company also holds sponsorships with Mexican club
The company also holds sponsorships with Mexican club Chivas GuadalajaraChivas Guadalajara;; Brazilian clubs
Brazilian clubs Cruzeiro,Cruzeiro, InternacionalInternacional, and, and São Paulo FCSão Paulo FC; and German club; and German club FC KölnFC Köln for the 2008–09 season.
for the 2008–09 season.
[[editedit] CCM] CCM
Logo of
Logo of Sidney CrosbySidney Crosby Rbk SC87 line by Reebok Rbk SC87 line by Reebok
In addition, Reebok acquired official
In addition, Reebok acquired official National Hockey League National Hockey League (NHL) sponsor (NHL) sponsor CCMCCM in 2004, and is now manufacturing
in 2004, and is now manufacturing ice hockeyice hockey equipment under the CCM and Reebok equipment under the CCM and Reebok brands, and has signed popular young stars
brands, and has signed popular young stars Sidney CrosbySidney Crosby andand Alexander OvechkinAlexander Ovechkin to endorsement deals (Crosby for Reebok, Ovechkin for CCM). Reebok has phased 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 out the CCM name on NHL authentic and replica jerseys in recent years, using the Reebok logo since 2005.
Reebok is also endorsed by
Reebok is also endorsed by Lewis HamiltonLewis Hamilton,, Allen IversonAllen Iverson,, Yao MingYao Ming,, CarolinaCarolina Klüft
Klüft,, Amélie MauresmoAmélie Mauresmo,, Nicole Vaidišová Nicole Vaidišová,, Shahar Pe'er Shahar Pe'er ,, IvyIvy,, Thierry HenryThierry Henry,, VinceVince Young
Young,, Iker CasillasIker Casillas,, Ryan GiggsRyan Giggs,, Andriy ShevchenkoAndriy Shevchenko, and, and Amir Khan.Amir Khan.
Europe Europe
The Reebok Stadium in Horwich, Bolton The Reebok Stadium in Horwich, Bolton
The company maintains its relationship with its origins in the UK through a long-term The company maintains its relationship with its origins in the UK through a long-term sponsorship deal with
sponsorship deal with Bolton Wanderers,Bolton Wanderers, aa Premier LeaguePremier League footballfootball club. When theclub. When the team moved to a brand new ground in the late-1990s, their new home was named the team moved to a brand new ground in the late-1990s, their new home was named the Reebok Stadium
Reebok Stadium. Several other English clubs had Reebok sponsorship deals up until. Several other English clubs had Reebok sponsorship deals up until the purchase by
the purchase by Adidas,Adidas, but most have since switched to either the parent brandbut most have since switched to either the parent brand (which has a long history in football) or another company altogether.
(which has a long history in football) or another company altogether.
In
In rugby unionrugby union, Reebok sponsored the, Reebok sponsored the Wales national teamWales national team until late 2008, who wonuntil late 2008, who won the
the Grand SlamGrand Slam in thein the Six Nations ChampionshipSix Nations Championship in that year, and thein that year, and the Tasman MakosTasman Makos in
in New Zealand' New Zealand's domestic competition, thes domestic competition, the Air New Zealand CupAir New Zealand Cup..
In 2006,
In 2006, FC BarcelonaFC Barcelona andand FranceFrance striker striker Thierry HenryThierry Henry (then playing for (then playing for ArsenalArsenal)) signed a deal to join the
signed a deal to join the"I Am What I Am" "I Am What I Am" campaign on 1 August 2006. Ryan Giggscampaign on 1 August 2006. Ryan Giggs has also done
has also done"I Am What I Am" "I Am What I Am" commercials. Also, on 1 August, Andriy Shevchenkocommercials. Also, on 1 August, Andriy Shevchenko started his endorsement deal with the company.
started his endorsement deal with the company.[4][4]
Australia Australia
In 2005, Reebok also signed an exclusive agreement to design and supply all eight In 2005, Reebok also signed an exclusive agreement to design and supply all eight team home and away strips for the new Australian
team home and away strips for the new Australian A-LeagueA-League competition. Althoughcompetition. Although not an expensive deal, this partnership is paying dividends for Reebok, due to the 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 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 jerseys have been sold in Australia, a record for a single league's sales in a year for a
sports manufacturer. sports manufacturer.[5][5]
Reebok sponsors four teams in the
Reebok sponsors four teams in the Australian Football LeagueAustralian Football League, those being the, those being the GoldGold Coast Suns
Coast Suns, the, the Melbourne Football Club,Melbourne Football Club, thethe Port Adelaide Football ClubPort Adelaide Football Club and theand the Richmond Football Club
Richmond Football Club. Reebok sponsors the. Reebok sponsors the St George Illawarra DragonsSt George Illawarra Dragons in thein the NRL
NRL..
Reebok advertisement in
Reebok advertisement in BaselBasel India
India
Reebok sponsored sports kits for the great rich
Reebok sponsored sports kits for the great rich Indian Premier LeagueIndian Premier League teams, such asteams, such as the
the Royal Challengers BangaloreRoyal Challengers Bangalore,, Kolkata Knight RidersKolkata Knight Riders,, Rajasthan RoyalsRajasthan Royals andand Chennai Super Kings
Chennai Super Kings in the first edition of the league held in 2008, however for thein the first edition of the league held in 2008, however for the second edition held in 2009 the sponsorships included (
second edition held in 2009 the sponsorships included (Royal Challengers BangaloreRoyal Challengers Bangalore,, Kolkata Knight Riders
Kolkata Knight Riders,, Chennai Super Kings,Chennai Super Kings, Kings XI PunjabKings XI Punjab) kits.) kits.
Turkey Turkey
When Reebok was first introduced to the Turkish market during the late 1980s, fake When Reebok was first introduced to the Turkish market during the late 1980s, fake versions of the shoe under the name
versions of the shoe under the name RecebOk RecebOk were produced and illegally sold in thewere produced and illegally sold in the street bazaars. The biggest rival of RecebOk in the weekly and famous "Tuesday street bazaars. The biggest rival of RecebOk in the weekly and famous "Tuesday Bazaar" (Salı Pazarı) of the
Bazaar" (Salı Pazarı) of the KadıköyKadıköy district wasdistrict was Adadas Adadas, the fake version of Reebok's, the fake version of Reebok's sister brand.
Non-Sports Non-Sports
Rapper
Rapper Jay-ZJay-Z became the first non-athlete to get a signature shoe from Reebok. Thebecame the first non-athlete to get a signature shoe from Reebok. The
"S. Carter Collection by Rbk"
"S. Carter Collection by Rbk" was launched on 21 November 2003 and thewas launched on 21 November 2003 and theS. Carter S. Carter
sneaker became the fastest-selling shoe in the company's history.
sneaker became the fastest-selling shoe in the company's history.[6][6]Later, Reebok Later, Reebok
made a deal with rapper
made a deal with rapper 50 Cent50 Cent to release a line of to release a line of G-Unit G-Unit sneakers and artists likesneakers and artists like Nelly
Nelly andand Miri Ben-AriMiri Ben-Ari have become spokespersons for the company. Reebok alsohave become spokespersons for the company. Reebok also signed
signed Scarlett JohanssonScarlett Johansson and introduced her own line of apparel and footwear calledand introduced her own line of apparel and footwear called
Scarlett Hearts
Scarlett Hearts, an, an Rbk Lifestyle Collection Rbk Lifestyle Collection.. Recent news
Recent news
•
• In 2009, Reebok launched JUKARI Fit to Fly, an innovative gym workoutIn 2009, Reebok launched JUKARI Fit to Fly, an innovative gym workout
designed for all women with one single objective – to make fitness for women 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 fun again. JUKARI, the result of a long-term relationship between Reebok and the globally renowned entertainment company, Cirque du Soleil, is an the globally renowned entertainment company, Cirque du Soleil, is an hour-long workout that was created on a specially-designed piece of equipment long workout that was created on a specially-designed piece of equipment called the FlySet, which gives the sensation of flying while
called the FlySet, which gives the sensation of flying while strengthstrengthening andening and len
lengthegthening ning the the body through body through carcardio, dio, strestrengthngth, , balbalance ance and and core trainicore training.ng. JUKARI launched in top gyms in fourteen cities around the world including JUKARI launched in top gyms in fourteen cities around the world including Hong Kong, Mexico City, Madrid, London, Krakow, Munich, Seoul, Kuala Hong Kong, Mexico City, Madrid, London, Krakow, Munich, Seoul, Kuala Lumpur, Buenos Aires, Santiago, Montreal, Los Angeles, Boston, and New Lumpur, Buenos Aires, Santiago, Montreal, Los Angeles, Boston, and New York. To complement JUKARI Fit to Fly, Reebok also created two collections York. To complement JUKARI Fit to Fly, Reebok also created two collections of women’s fitness apparel and footwear called On the
of women’s fitness apparel and footwear called On the Move and the Reebok-Move and the Reebok-Cirque du Soleil collection. Both lines consist of products that can be worn for 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 a range of fitness disciplines, from running to yoga, JUKARI Fit to Fly, to te
tenninnis. s. AlAll l wewere re dedevelvelopeoped d anand d dedesigsignened d wiwith th a a deedeep p undunderserstatandinding ng andand knowledge of the unique way a woman’s body moves.
knowledge of the unique way a woman’s body moves.
•
• In In 20092009, , ReeReebok bok laulaunchenched d the the EasEasyToyTone ne footfootweawear r collcollectection ion thathat t allallowsows
consumers to “take the gym with them.” The EasyTone technology involves 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 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 instability with every step, which Reebok claims forces the muscles to adapt and develop tone.
•
• In April 2008 Reebok launched it's online store in UK and FranceIn April 2008 Reebok launched it's online store in UK and France [1][1]. . InIn
Ja
Janunuarary y 202009 09 ReReebebok ok hahad d exextetendnded ed ththe e ststorore e to to GeGermrmanany, y, AuAuststriria,a, Netherlands, Belgium and Ireland and had also introduced YourReebok – an Netherlands, Belgium and Ireland and had also introduced YourReebok – an
application to design your own Reeboks application to design your own Reeboks [2][2]..
•
• For the 2008–09 season, Reebok created the Reebok Edge 2 uniform system,For the 2008–09 season, Reebok created the Reebok Edge 2 uniform system,
for
for National Hockey LeagueNational Hockey League's players. The league adopted the jersey and now's players. The league adopted the jersey and now all teams sport the new style for both their home and away jerseys.
all teams sport the new style for both their home and away jerseys.
•
• In July 2007, Reebok launched its Lifestyle Footwear Collection in associationIn July 2007, Reebok launched its Lifestyle Footwear Collection in association
with
with Daddy Yankee'Daddy Yankee's new album. In December 2007, Reebok launched thes new album. In December 2007, Reebok launched the GOAL Collection of football gear on the release of the Indian football movie GOAL Collection of football gear on the release of the Indian football movie Dhan Dhana Dhan Goal
Dhan Dhana Dhan Goal..
•
• In June 2007, Reebok announcedIn June 2007, Reebok announced Scarlett JohanssonScarlett Johansson on its array of brandon its array of brand
amb
ambassaassadorsdors. . JohaJohanssonsson n prompromotes otes the the ScaScarletrlett t 'He'Heartsarts' ' RbkRbk" " collcollectiection, on, aa 'fashion-forward, athletic-inspired' footwear targeted at the Indian market. 'fashion-forward, athletic-inspired' footwear targeted at the Indian market.
•
• FoFor r ththe e 2002007/07/08 8 seaseasonson, , thethe Na Natiotional nal HockHockey ey LeaLeaguegue inintrtroduoduceced d a a newnew
unif
uniform orm syssystem tem leagleague-wue-wideide, , desdesigneigned d and and manmanufacufacturtured ed by by ReeReebok bok andand called
called Reebok Edge.Reebok Edge. The new uniforms include new fabrics which are The new uniforms include new fabrics which are said tosaid to repel water and
repel water and sweat more effectivelysweat more effectively. Most . Most players have avoided comment,players have avoided comment, but some have commented that the Edge system's improved water repelling but some have commented that the Edge system's improved water repelling abilities leads to gloves and skates becoming saturated and uncomfortable abilities leads to gloves and skates becoming saturated and uncomfortable during play.
during play.
•
• In late 2006, a court case began betweenIn late 2006, a court case began between Liverpool FCLiverpool FC, the winners of the, the winners of the
2005
2005 UEFA Champions LeagueUEFA Champions League while wearing Reebok's kit, and Reebok.while wearing Reebok's kit, and Reebok. Re
Reebebok ok clclaiaimemed d ththat at LiLiveverprpooool l cocost st ththem em £7£7m m bebecacaususe e of of a a dedelalay y inin confirming the renewal of the
confirming the renewal of the CarlsbergCarlsberg sponsorship deal, which meant asponsorship deal, which meant a delay in releasing the away shirt for 2005/06 (the last that Reebok would make 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 them)The kit that was eventually released was very similar to the away kit for 2003/04. Liverpool subsequently switched to
for 2003/04. Liverpool subsequently switched to AdidasAdidas for their official kitfor their official kit following Adidas' acquisition of Reebok.
•
• In In NoNovevembmber er 20200606, , ththee Na Nationtional al BaskBasketbaetball ll AssAssociaociationtion andand Women'sWomen's
National Basketball Association
National Basketball Association switched from Reebok to Adidas branding onswitched from Reebok to Adidas branding on authenti
authentic and c and replica jerseyreplica jerseys because that s because that brand is better known brand is better known outside Northoutside North America and the UK.
America and the UK.
•
• In October 2006 Reebok launches its first blog,In October 2006 Reebok launches its first blog, I am what I amI am what I am in Spanish.in Spanish.
•
• On March 23, 2006, Reebok recalled 300,000 charm bracelets that containedOn March 23, 2006, Reebok recalled 300,000 charm bracelets that contained
extrem
extremely high ely high levels of levels of leadlead. The bracelet has a heart pendant at the end that. The bracelet has a heart pendant at the end that is printed with the name "Reebok." It allegedly caused the
is printed with the name "Reebok." It allegedly caused the lead poisoninglead poisoning death of a 4-year-old child who swallowed it.
death of a 4-year-old child who swallowed it.
•
• In August 2005, one of the company's largest rivals,In August 2005, one of the company's largest rivals, AdidasAdidas, announced that it, announced that it
would acquire Reebok for $3.8 billion. The deal was completed in January would acquire Reebok for $3.8 billion. The deal was completed in January 2006.
ENVIRONMENT AT HEADQUARTERS ENVIRONMENT AT HEADQUARTERS Energy Consumption
Energy Consumption The
The 500,500,000 000 squasquare re foot foot ReeReebok bok worworld ld headheadquarquarterters s facfaciliility, ty, localocated ted in in CanCanton,ton, Ma
Massassachchuseusetttts, s, incincorporporaoratetes s mamany ny eneenergy rgy effefficicienient t sysystestemsms. . ThThis is facfacililitity y wawass completed in 1999 and takes advantage of energy consumption reduction technologies completed in 1999 and takes advantage of energy consumption reduction technologies in the lighting, heating and cooling systems. Additional energy reduction steps have in the lighting, heating and cooling systems. Additional energy reduction steps have been taken since its completion. Efficient use of energy resources reduces our costs been taken since its completion. Efficient use of energy resources reduces our costs
and
and rerespespectcts s ththe e neeneeds ds of of futfuture ure gengeneraeratitionsons. . In In 2002003-3-2002004 4 at at ReReebebok’ok’s s WoWorlrldd Headquar
Headquarters and ters and its Distributioits Distribution n Centers energy efficienCenters energy efficient equipment upgrades to t equipment upgrades to thethe heating and cooling systems and lighting fixtures saved nearly 2M kWh and $200,000 heating and cooling systems and lighting fixtures saved nearly 2M kWh and $200,000 annually. Reebok has also installed environmentally friendly carpeting, which was annually. Reebok has also installed environmentally friendly carpeting, which was manufactured at sites using solar power.
manufactured at sites using solar power.
REACH REACH
Through Reach, the Reebok Employee Charitable program, the brand is committed to Through Reach, the Reebok Employee Charitable program, the brand is committed to empower
empowering and encouraging Reebok employees to get involved and ing and encouraging Reebok employees to get involved and make a positivemake a positive di
diffefferenrence ce in in thetheir ir comcommumunitnitieies. s. ThThrourough gh momodedest st fifinannanciacial l ReReach ach gragrants nts mamadede avai
availabllable e to to ReeReebok’bok’s s full full timtime e empemployloyees ees for for qualqualifiified ed non-non-profprofit it orgaorganizanizationtionss (restrictions apply), the company invites its employees to “reach” beyond their own (restrictions apply), the company invites its employees to “reach” beyond their own personal means to support a cause that is important to them and their family.
personal means to support a cause that is important to them and their family.
Employees based in the U.S. may also apply for Reebok product donations to be used Employees based in the U.S. may also apply for Reebok product donations to be used for
for aucauctitions ons or or rafrafflfles es helheld d durdurining g funfundradraisising ing eveevents nts for for ququalialifified ed nonnon-pr-profiofitt organizations
COMMUNITY RELATIONS COMMUNITY RELATIONS
Reebok believes that a strong and consistent presence in communities around the Reebok believes that a strong and consistent presence in communities around the world is imperative and, as such, the brand is committed to supporting community world is imperative and, as such, the brand is committed to supporting community and philanthropic programs that make a positive difference in the lives of youth and and philanthropic programs that make a positive difference in the lives of youth and the underserved. Reebok’s community outreach efforts are primarily focused on the the underserved. Reebok’s community outreach efforts are primarily focused on the ccoommmmuunniittiiees s iin n wwhhiicch h iitts s eemmppllooyyeeees s lliivve e aannd d tthhe e bbrraannd d ooppeerraatteess.. A brand’s external reputation is only as good as its people and engaging employees A brand’s external reputation is only as good as its people and engaging employees ou
out t in in ththe e cocommmmununitity y hahas s bebeen en ththe e fofounundadatition on of of ReReebebokok’s ’s ououtrtreaeach ch efeffofortrts.s. Employ
Employees consistently volunteer their time ees consistently volunteer their time and energy at and energy at many community projectsmany community projects which benefit the organization and its members and provide invaluable personal which benefit the organization and its members and provide invaluable personal satisfaction to the employee volunteers.
satisfaction to the employee volunteers. Th
Throrough ugh itits s comcommumunitnity y rerelalatitions ons effeffortorts, s, ReReebebok ok alalso so recrecognognizizes es anand d ththankankss individu
individuals who als who are also committed to empowering youth to are also committed to empowering youth to fulfill their potentialfulfill their potential. As. As such, the brand sponsors programs that express that appreciation in ways that are such, the brand sponsors programs that express that appreciation in ways that are delightfully unexpected and a treat for the entire family!
delightfully unexpected and a treat for the entire family!
THE REEBOK FOUNDATION THE REEBOK FOUNDATION
The Reebok Foundation was formed in 1986 to focus and expand on Reebok’s The Reebok Foundation was formed in 1986 to focus and expand on Reebok’s commit
commitment to socially responsible action. We have worked with more ment to socially responsible action. We have worked with more that 500 non-that 500 non- profit organizations.
profit organizations. As
As a a cruccrucial ial comcomponeponent nt of of ReeReebok’bok’s s GloGlobal bal CorpCorporatorate e CitCitizenizenship ship PlaPlatfortform, m, thethe Reebok Foundation focuses its philanthropy in communities where Reebok’s offices Reebok Foundation focuses its philanthropy in communities where Reebok’s offices are located. The Foundation strives to promote social and economic equality by are located. The Foundation strives to promote social and economic equality by funding non-profit organizations delivering programs aimed at inner-city youth and funding non-profit organizations delivering programs aimed at inner-city youth and underserved groups to empower youth to fulfill their potential – programs that provide underserved groups to empower youth to fulfill their potential – programs that provide youth with the tools they need to lead healthy, happy and actives lives.
youth with the tools they need to lead healthy, happy and actives lives. Reebok also encourages its
Reebok also encourages its U.S. employU.S. employees to ees to make charitable contributimake charitable contributions throughons through the Foundation’s Matching Gift Program, which doubles employees’ charitable gifts the Foundation’s Matching Gift Program, which doubles employees’ charitable gifts up to $1,500 per employee per year.
REEBOK 4 REAL REEBOK 4 REAL
Reebok 4 Real is our Corporate Citizenship platform and encompasses four key areas: Reebok 4 Real is our Corporate Citizenship platform and encompasses four key areas: Philanthropy, Programming, Partnerships and Sustainability
Philanthropy, Programming, Partnerships and Sustainability
Philanthropy:
Philanthropy: The The ReeReebok bok FounFoundatdation ion focufocuses ses its its philphilanthanthropy ropy in in comcommunimunitiesties where Reebok’s offices are located. The Foundation strives to promote social and where Reebok’s offices are located. The Foundation strives to promote social and economic equality by funding non-profit organizations delivering programs aimed at economic equality by funding non-profit organizations delivering programs aimed at inner-city youth and underserved groups to empower youth to fulfill their potential – inner-city youth and underserved groups to empower youth to fulfill their potential – programs that provide youth with the tools they need to lead healthy, happy and programs that provide youth with the tools they need to lead healthy, happy and
aaccttiivveess lliivveess..
Programming:
Programming: We offer a wide range of programming designed to inspire andWe offer a wide range of programming designed to inspire and engage our employees including time off to volunteer, matching gift programs, the engage our employees including time off to volunteer, matching gift programs, the REA
REACH CH prodproduct uct donadonation program and tion program and throthrough ugh thethe Reebok4RReebok4Real eal Human RightsHuman Rights Student Advocate Program
Student Advocate Program..
Partnerships:
Partnerships: We We seseek ek papartnrtnersershiphips s whiwhich ch refreflelect ct our our comcommimitmtment ent to to beibeingng responsible and making a difference. These collaborations include working with our responsible and making a difference. These collaborations include working with our athletes and assets and an active sponsorship of the
athletes and assets and an active sponsorship of the Avon Walk for Breast Cancer Avon Walk for Breast Cancer ..
Sustainability:
Sustainability: We We tatake ke prpridide e in in ouour r lolong ng ststanandiding ng efeffofortrts s to to seset t rerespspononsisiblblee workplace standards and to reduce our impact on the environment. As part of the workplace standards and to reduce our impact on the environment. As part of the adidas Group, we continue to help ensure fair, safe and healthy factory conditions and adidas Group, we continue to help ensure fair, safe and healthy factory conditions and believ
believe that e that all workers involved in the all workers involved in the productioproduction process deserve to n process deserve to be treated withbe treated with dignity and respect. We also strive to reduce our environmental impacts through our dignity and respect. We also strive to reduce our environmental impacts through our design process, day-to-day operations and in our supply chain. Our multi-faceted design process, day-to-day operations and in our supply chain. Our multi-faceted approach allows us to evolve and respond in our brand’s unique style to the ever approach allows us to evolve and respond in our brand’s unique style to the ever changing, complex needs of the modern world.
changing, complex needs of the modern world. REEBOK'S SENIOR LEADERSHIP TEAM REEBOK'S SENIOR LEADERSHIP TEAM
The members of the senior leadership team of Reebok International Ltd., led by Uli The members of the senior leadership team of Reebok International Ltd., led by Uli Becker, work closely together to manage the brand’s global operations and strategic Becker, work closely together to manage the brand’s global operations and strategic program
gro
groups ups to to rearealilize ze the the brabrand’nd’s s mimissission on to to “A“Alwlwayays s ChChallallenenge ge and and LeLead ad ThThrouroughgh Creativity,” and its vision, “Fulfilling Potential.”
Creativity,” and its vision, “Fulfilling Potential.”
Reebok is a great brand with outstanding assets. Reebok’s most important assets are Reebok is a great brand with outstanding assets. Reebok’s most important assets are its people. The dedicated individuals who make up the brand’s senior leadership team its people. The dedicated individuals who make up the brand’s senior leadership team are:
are:
Uli Becker, President Uli Becker, President
David Baxter, President, Sports Licensed Division David Baxter, President, Sports Licensed Division Jim Gabel, North America
Jim Gabel, North America Bill Holmes, Human Resources Bill Holmes, Human Resources
Katrin Ley, Brand Strategy and Business Development Katrin Ley, Brand Strategy and Business Development Charlie Maurath, Head of Latin America
Charlie Maurath, Head of Latin America Dave Mischler, Head of Reebok Asia Pacific Dave Mischler, Head of Reebok Asia Pacific Matt O'Toole, Marketing
Matt O'Toole, Marketing
John Warren, Chief Financial Officer and General Manager, Sports Licensed Division John Warren, Chief Financial Officer and General Manager, Sports Licensed Division
Uli Becker, President, Reebok Brand Uli Becker, President, Reebok Brand
Uli Becker is president of Reebok International Ltd. Appointed to this position in Uli Becker is president of Reebok International Ltd. Appointed to this position in March 2008, he is responsible for the Reebok brand’s business around the world, and March 2008, he is responsible for the Reebok brand’s business around the world, and reports directly to Herbert Hainer, Chairman and CEO of the adidas Group.
reports directly to Herbert Hainer, Chairman and CEO of the adidas Group.
From May 2006 until March 2008, Uli was chief marketing officer for the Reebok From May 2006 until March 2008, Uli was chief marketing officer for the Reebok brand. In this position, Uli oversaw the Reebok Global Marketing group, which brand. In this position, Uli oversaw the Reebok Global Marketing group, which
includes product, sports and entertainment marketing, brand marketing and public includes product, sports and entertainment marketing, brand marketing and public relations.
relations.
Prior to his role as CMO, Uli was the head of global brand marketing for the adidas Prior to his role as CMO, Uli was the head of global brand marketing for the adidas
brand and served as managing director of adidas International B.V. in Amsterdam. At brand and served as managing director of adidas International B.V. in Amsterdam. At
adidas, Uli was responsible for global advertising, media, e-marketing, marketing adidas, Uli was responsible for global advertising, media, e-marketing, marketing communications, public relations and research. Under Uli’s leadership, adidas became communications, public relations and research. Under Uli’s leadership, adidas became one of the most awarded brands in the creative world. In 2004, adidas launched its one of the most awarded brands in the creative world. In 2004, adidas launched its new brand thought and attitude, Impossible is Nothing, which was met with both new brand thought and attitude, Impossible is Nothing, which was met with both consumer and critical acclaim around the globe.
consumer and critical acclaim around the globe.
In 2001, Uli was asked to pioneer the adidas Sportstyle division, based in Portland, In 2001, Uli was asked to pioneer the adidas Sportstyle division, based in Portland, OR. In 2002, he returned to Europe to take on the role of head of global brand OR. In 2002, he returned to Europe to take on the role of head of global brand marketing. From 1998 to 2001, Uli served as head of communications for adidas marketing. From 1998 to 2001, Uli served as head of communications for adidas Germany, overseeing advertising, public relations, marketing communications and Germany, overseeing advertising, public relations, marketing communications and retail strategy for the brand.
retail strategy for the brand.
Uli began his career at adidas in 1990. Early in his career he held various marketing, Uli began his career at adidas in 1990. Early in his career he held various marketing, product and business development roles.
product and business development roles.
David Baxter, President, Sports Licensed Division David Baxter, President, Sports Licensed Division
As president of the adidas Group’s Sports Licensed Division (formerly OnField), As president of the adidas Group’s Sports Licensed Division (formerly OnField), David Baxter is responsible for overseeing all of Reebok’s sports licensed products David Baxter is responsible for overseeing all of Reebok’s sports licensed products and partnerships with the National Football League and National Hockey League, and and partnerships with the National Football League and National Hockey League, and adidas’ partnerships with the National Basketball Association, Women’s National adidas’ partnerships with the National Basketball Association, Women’s National Basketball Association and National Basketball Development League. Under David’s Basketball Association and National Basketball Development League. Under David’s leadership, SLD leverages these League partnerships to significantly enhance both leadership, SLD leverages these League partnerships to significantly enhance both brands and increase their visibility, one of the company’s strategic priorities. He brands and increase their visibility, one of the company’s strategic priorities. He
reports to both the President of Reebok and CEO of adidas. reports to both the President of Reebok and CEO of adidas.
David joined Reebok in March 2001 as senior vice president and chief operating David joined Reebok in March 2001 as senior vice president and chief operating officer of OnField. Promoted to president of OnField in October 2002, David officer of OnField. Promoted to president of OnField in October 2002, David
assumed additional responsibility for leading the development and implementation of assumed additional responsibility for leading the development and implementation of
strategies to achieve brand and financial objectives for Reebok’s Sports Licensed strategies to achieve brand and financial objectives for Reebok’s Sports Licensed Division. With the merger of Reebok’s two apparel groups, OnField and Reebok Division. With the merger of Reebok’s two apparel groups, OnField and Reebok Apparel, in October 2003, David was named to the position of president of Reebok Apparel, in October 2003, David was named to the position of president of Reebok Apparel. Following the acquisition of Reebok by adidas, David was promoted to his Apparel. Following the acquisition of Reebok by adidas, David was promoted to his current position in February 2006.
current position in February 2006.
David has extensive sporting goods and apparel industry experience. Prior to joining David has extensive sporting goods and apparel industry experience. Prior to joining Reebok, he served as president of Logo Athletic. He joined Logo Athletic in 1998 as Reebok, he served as president of Logo Athletic. He joined Logo Athletic in 1998 as senior vice president of Sales and Marketing, after serving as director of apparel sales senior vice president of Sales and Marketing, after serving as director of apparel sales for national accounts for adidas America from 1995-1998.
for national accounts for adidas America from 1995-1998.
David began his career in 1982 as a clerk and store manager for Hibbett Sporting David began his career in 1982 as a clerk and store manager for Hibbett Sporting Goods. He went on to gain considerable industry experience as buyer for Sports a Goods. He went on to gain considerable industry experience as buyer for Sports a Foot (1990 – 1992) and then as buyer and divisional merchandise manager of apparel Foot (1990 – 1992) and then as buyer and divisional merchandise manager of apparel for Sports and Recreation (1992 – 1995), both of Florida.
for Sports and Recreation (1992 – 1995), both of Florida.
David has twice been selected to Sports Business Journal’s annual “Forty under 40” David has twice been selected to Sports Business Journal’s annual “Forty under 40” list, which recognizes the most influential executives in the sports industry under the list, which recognizes the most influential executives in the sports industry under the age of 40. A four-year track athlete in college, David enjoys all sports and fitness. A age of 40. A four-year track athlete in college, David enjoys all sports and fitness. A native of Chicago, he currently resides in Boston.
native of Chicago, he currently resides in Boston.
Jim Gabel, President, Reebok North America Jim Gabel, President, Reebok North America
Jim Gabel is President, Reebok North America, the brand’s largest Jim Gabel is President, Reebok North America, the brand’s largest business unit. Appointed to this position in March 2008, Jim is business unit. Appointed to this position in March 2008, Jim is responsible for all of the region’s brand operations, including responsible for all of the region’s brand operations, including marketing, product merchandising, sales, finance, operations and marketing, product merchandising, sales, finance, operations and owned retail stores. He reports directly to the President and CEO owned retail stores. He reports directly to the President and CEO of Reebok International Ltd.
of Reebok International Ltd.
Prior to joining Reebok, Jim was Senior Vice President, adidas America, where he Prior to joining Reebok, Jim was Senior Vice President, adidas America, where he was responsible for all brand operations for adidas and TaylorMade-adidas Golf in was responsible for all brand operations for adidas and TaylorMade-adidas Golf in Canada and for directing the two largest sales accounts teams within the U.S. Canada and for directing the two largest sales accounts teams within the U.S.
Prior to this role, Jim was President, adidas Canada Ltd. where he led the Canadian Prior to this role, Jim was President, adidas Canada Ltd. where he led the Canadian operation to four years of double digit gains. Under his direction, adidas Canada’s operation to four years of double digit gains. Under his direction, adidas Canada’s profits and annual revenues rose considerably. Jim joined adidas in 2001 as Vice profits and annual revenues rose considerably. Jim joined adidas in 2001 as Vice
President, Sales & Marketing, adidas Canada. President, Sales & Marketing, adidas Canada.
Before joining the adidas Group, Jim held senior level positions at Champion Canada Before joining the adidas Group, Jim held senior level positions at Champion Canada and Mizuno Canada.
and Mizuno Canada.
Jim is a graduate of Wilfrid Laurier University in Waterloo, Ontario. He currently Jim is a graduate of Wilfrid Laurier University in Waterloo, Ontario. He currently resides in the Boston area with his wife and three children.
Head of Human Resources, Reebok Brand Head of Human Resources, Reebok Brand
Bill Holmes is Head of Human Resources for the Reebok brand worldwide. Bill Holmes is Head of Human Resources for the Reebok brand worldwide.
Appointed to this position in January 2006, Bill is responsible for Human Resources Appointed to this position in January 2006, Bill is responsible for Human Resources support for the Reebok organization as well as aligning the HR management practices support for the Reebok organization as well as aligning the HR management practices with the strategic direction of the company. Among his responsibilities are talent with the strategic direction of the company. Among his responsibilities are talent management, organizational development, talent acquisition and employee relations. management, organizational development, talent acquisition and employee relations. Bill reports to Uli Becker, President and CEO of Reebok International Ltd, and
Bill reports to Uli Becker, President and CEO of Reebok International Ltd, and Matthias Malessa, Chief Human Resources Officer for the adidas Group.
Matthias Malessa, Chief Human Resources Officer for the adidas Group.
Since joining Reebok in 1994, Bill has held a variety of Human Resources positions Since joining Reebok in 1994, Bill has held a variety of Human Resources positions across all business functions and divisions, including Reebok, Rockport, Greg
across all business functions and divisions, including Reebok, Rockport, Greg
Norman Collection, and the Sports Licensed Division (NFL, NBA, NHL and NCAA). Norman Collection, and the Sports Licensed Division (NFL, NBA, NHL and NCAA). He brings to his role a strong understanding of the Reebok business and a passion for He brings to his role a strong understanding of the Reebok business and a passion for the consumer goods industry.
the consumer goods industry.
Bill earned a B.A. from Tufts University. He and his wife, Mary, live in Hyde Park, Bill earned a B.A. from Tufts University. He and his wife, Mary, live in Hyde Park, MA with their three children.
Katrin Ley is Head of
Katrin Ley is Head of Brand Strategy, Business Development andBrand Strategy, Business Development and Women's Sport Business Unit
Women's Sport Business Unit
Katrin Ley is Head of Brand Strategy, Business Development and Katrin Ley is Head of Brand Strategy, Business Development and Women's Sport Business Unit for the Reebok brand.
Women's Sport Business Unit for the Reebok brand.
Katrin is responsible for developing the brand strategy and process Katrin is responsible for developing the brand strategy and process that delivers against Reebok’s mission and vision. She and her that delivers against Reebok’s mission and vision. She and her team oversee the areas of Strategic Planning, Consumer Insights team oversee the areas of Strategic Planning, Consumer Insights and Licensing. Katrin also is in charge of the Business Unit Women’s Sport, driving and Licensing. Katrin also is in charge of the Business Unit Women’s Sport, driving the brand’s Women’s Sport business across product, brand marketing and the regions. the brand’s Women’s Sport business across product, brand marketing and the regions. Katrin reports directly to Reebok’s President and CEO.
Katrin reports directly to Reebok’s President and CEO.
Katrin joined Reebok from the Boston Consulting Group (BCG) in 2007, where she Katrin joined Reebok from the Boston Consulting Group (BCG) in 2007, where she led the adidas and Reebok integration effort as Project Manager. Katrin joined BCG led the adidas and Reebok integration effort as Project Manager. Katrin joined BCG in 2000 and prior to BCG she held roles at BMW Group, Daimler Chrysler and in 2000 and prior to BCG she held roles at BMW Group, Daimler Chrysler and L’Oreal. In addition to working in both Germany and the U.S., Katrin has also L’Oreal. In addition to working in both Germany and the U.S., Katrin has also worked in international capacities in France, Sweden and Argentina.
worked in international capacities in France, Sweden and Argentina.
A native of Germany, she currently resides in Massachusetts. A native of Germany, she currently resides in Massachusetts.
Head of Latin America Head of Latin America
As Head of Latin America, Charlie Maurath has overall responsibility for the adidas As Head of Latin America, Charlie Maurath has overall responsibility for the adidas and Reebok subsidiaries and distributors in Latin America.
and Reebok subsidiaries and distributors in Latin America.
Charlie has oversight for Latin America’s strategies and objectives to ensure Charlie has oversight for Latin America’s strategies and objectives to ensure long-term productivity, profitability and growth in each market in Latin America. Charlie term productivity, profitability and growth in each market in Latin America. Charlie was appointed to this position in November 2003 and added the Reebok business to was appointed to this position in November 2003 and added the Reebok business to his role in January 2009.
Charlie first joined adidas in 1990 and in that time has held various roles with Charlie first joined adidas in 1990 and in that time has held various roles with increasing responsibility. From 1990 to 1994, Charlie served as Area Manager for increasing responsibility. From 1990 to 1994, Charlie served as Area Manager for Scandinavia and Latin America; from1994 to 1999, he was based in Bangkok as Scandinavia and Latin America; from1994 to 1999, he was based in Bangkok as Managing Director for adidas Thailand; in 1999 he moved to Stockholm where he Managing Director for adidas Thailand; in 1999 he moved to Stockholm where he held the position of Managing Director, Sweden and transitioned to the role of Head held the position of Managing Director, Sweden and transitioned to the role of Head of Area Nordic in 2000, a position he held until 2003.
of Area Nordic in 2000, a position he held until 2003.
Prior to joining adidas, Charlie held positions with Eastman Kodak and Korf Stahl. Prior to joining adidas, Charlie held positions with Eastman Kodak and Korf Stahl.
Charlie has a degree in Business Economics from Fachhochschule fuer Wirtschaft, Charlie has a degree in Business Economics from Fachhochschule fuer Wirtschaft, Pforzheim in Germany.
Pforzheim in Germany.
David Mischler, Head of Reebok Asia Pacific David Mischler, Head of Reebok Asia Pacific
As head of Reebok Asia Pacific, David Mischler is responsible for the business As head of Reebok Asia Pacific, David Mischler is responsible for the business management of Reebok’s Asia Pacific businesses including sales, operations, management of Reebok’s Asia Pacific businesses including sales, operations,
marketing and retail in the countries in the Asia Pacific geographic region including marketing and retail in the countries in the Asia Pacific geographic region including Japan, Korea, India, China, Hong Kong, Taiwan, Thailand, Singapore, Malaysia, Japan, Korea, India, China, Hong Kong, Taiwan, Thailand, Singapore, Malaysia, Philippines, Indonesia, Australia, New Zealand and South Africa. David was Philippines, Indonesia, Australia, New Zealand and South Africa. David was appointed to this position in February, 2007.
appointed to this position in February, 2007.
Prior to his appointment, David served as vice president, RIL Supply Chain, where he Prior to his appointment, David served as vice president, RIL Supply Chain, where he was responsible for overseeing forecasting, logistics, customs, inventory management was responsible for overseeing forecasting, logistics, customs, inventory management and distribution for all RIL divisions including Reebok, Rockport, The Hockey
and distribution for all RIL divisions including Reebok, Rockport, The Hockey Company and Greg Norman Collection. Appointed to this position in 2003, David Company and Greg Norman Collection. Appointed to this position in 2003, David managed an OPEX responsibility of approximately $75 million and was accountable managed an OPEX responsibility of approximately $75 million and was accountable for 12 direct reports and approximately 1,300 total full-time employees.
for 12 direct reports and approximately 1,300 total full-time employees.
David joined Reebok in 1986 after graduating from Westfield State College with a David joined Reebok in 1986 after graduating from Westfield State College with a
degree in business management and accounting. He spent the first seven years of his degree in business management and accounting. He spent the first seven years of his career in the accounting/finance area working in a variety of positions that culminated career in the accounting/finance area working in a variety of positions that culminated in his position as director of finance, RTFE in Hong Kong.
in his position as director of finance, RTFE in Hong Kong.
The next 10 years of David’s career involved a transition to the world of product The next 10 years of David’s career involved a transition to the world of product creation, first with responsibility for product costing, materials development, and lab creation, first with responsibility for product costing, materials development, and lab management, culminating in a four-year assignment in Asia as director of materials in management, culminating in a four-year assignment in Asia as director of materials in Pusan, South Korea and then as country manager of Thailand.
Pusan, South Korea and then as country manager of Thailand.
In 2001, Dave returned to the U.S. and was promoted to the position of vice president, In 2001, Dave returned to the U.S. and was promoted to the position of vice president, footwear product development. His accountabilities included managing the
footwear product development. His accountabilities included managing the
development and engineering function for the entire Reebok footwear line as well as development and engineering function for the entire Reebok footwear line as well as the research and technical teams. During this time, Reebok launched the successful the research and technical teams. During this time, Reebok launched the successful Rbk division, including the successful “Above The Rim” basketball line, the
Rbk division, including the successful “Above The Rim” basketball line, the
“Premier” performance running line, and grew their Classics business more than 25%. “Premier” performance running line, and grew their Classics business more than 25%.
David currently resides in Hong Kong with his wife and three children. David currently resides in Hong Kong with his wife and three children.
Matt O'Toole, Chief Marketing Officer,
Matt O'Toole, Chief Marketing Officer, Reebok BrandReebok Brand
Matt O’Toole is chief marketing officer for the Reebok brand. Matt O’Toole is chief marketing officer for the Reebok brand. Appointed to this position in March 2008, Matt oversees the Appointed to this position in March 2008, Matt oversees the Reebok Global Marketing group, which includes global product, Reebok Global Marketing group, which includes global product, brand marketing and sports and trend marketing. In addition, Matt brand marketing and sports and trend marketing. In addition, Matt oversees the Reebok-CCM Hockey business. He reports directly to oversees the Reebok-CCM Hockey business. He reports directly to the President and CEO of Reebok International Ltd.
the President and CEO of Reebok International Ltd.
Prior to assuming his current role, Matt was president of Reebok North America, the Prior to assuming his current role, Matt was president of Reebok North America, the brand’s largest business unit. He was responsible for all of the region’s brand
brand’s largest business unit. He was responsible for all of the region’s brand operations, including marketing, product merchandising, sales, finance, operations operations, including marketing, product merchandising, sales, finance, operations and owned retail stores.
and owned retail stores.
Matt has a long and successful track record in the sports industry. Before coming to Matt has a long and successful track record in the sports industry. Before coming to Reebok’s Canton headquarters as president of Reebok North America, he was
Reebok’s Canton headquarters as president of Reebok North America, he was president and CEO of Reebok-CCM Hockey (formerly The Hockey Company) and president and CEO of Reebok-CCM Hockey (formerly The Hockey Company) and
Reebok Canada. At Reebok-CCM, he was responsible for creating the industry’s Reebok Canada. At Reebok-CCM, he was responsible for creating the industry’s market leader through creative marketing, innovative products, strong customer market leader through creative marketing, innovative products, strong customer relationships, and an unparalleled partnership with the National Hockey League and relationships, and an unparalleled partnership with the National Hockey League and hockey’s top players. As president of Reebok Canada, Matt was responsible for the hockey’s top players. As president of Reebok Canada, Matt was responsible for the management of the Reebok brand’s business in Canada.
management of the Reebok brand’s business in Canada.
In June 2004, Reebok International acquired The Hockey Company for $330 million In June 2004, Reebok International acquired The Hockey Company for $330 million and soon after, under Matt’s direction, launched a new line of innovative hockey and soon after, under Matt’s direction, launched a new line of innovative hockey products under the Rbk brand name. In 2005, Reebok Canada and The Hockey products under the Rbk brand name. In 2005, Reebok Canada and The Hockey
Company were integrated and Matt was chosen to head the combined company. In Company were integrated and Matt was chosen to head the combined company. In 2007, The Hockey Company became Reebok-CCM Hockey. Today, ninety-nine 2007, The Hockey Company became Reebok-CCM Hockey. Today, ninety-nine
percent of all NHL players use at least one piece of Reebok-CCM Hockey equipment. percent of all NHL players use at least one piece of Reebok-CCM Hockey equipment.
Matt is a 25-year veteran of the sporting goods industry. Prior to joining The Hockey Matt is a 25-year veteran of the sporting goods industry. Prior to joining The Hockey Company, he served as vice-president of worldwide marketing and sales for the Company, he served as vice-president of worldwide marketing and sales for the Tommy Armour / Odyssey Golf Company, a division of US Industries. Previously, Tommy Armour / Odyssey Golf Company, a division of US Industries. Previously,
