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About Reebok International Ltd.

Reebok International feels comfortable stepping out onto any surface. The company, a subsidiary of Germany's adidas AG, has long been at home in sporting arenas as a top US maker of athletic shoes. The company is known for its traditional sports brands however, it has transitioned to a brand focused on fitness. In addition to its namesake sportswear and accessories, Reebok is part of the Sports Licensed Division. It operates retail stores and an e-commerce site.  Under adidas, the company promotes its iconic styles such as Nano, Club C and Zig.  

Operations

Reebok offers various products including but not limited to: shoes, apparel and accessories.  Other icons include Forever Floatride Energy, Classic Leather and The Instapump Fury.

Geographic Reach

The company is headquartered in Canton, Massachusetts. 

Sales and Marketing

Aside from its e-commerce site, the company offers Reebok's military discount to active military, veterans and dependents. Law enforcement officers, firefighters, EMTs, and 911 dispatchers can qualify for the first responders' discount. 

Strategy

Reebok's approach to achieving long-term, sustainable growth is to bring its brand story to life through its amazing and iconic products. Today, it is focused on its key footwear icons that represent the spectrum of its consumers' lives – from the gym to the street. The key to its business is winning consumers with these iconic products combined with rich storytelling and its commitment to be available wherever they are.

Finally, it will continue to drive growth across all its business segments. It will continue to grow its apparel business by establishing the new code of fitness and creating must-have looks for the Game Changer – inside and outside of the gym.

In October 2020, Ubisoft and Reebok announced their partnership, set to bring the story of the highly anticipated Assassin's Creed Valhalla, the next installment in the Assassin's Creed franchise, to the streets so fans can show off their Viking attitude and engage with the story. The partnership centers around a capsule collection including sneakers, apparel and accessories inspired by the Viking fantasy. The bespoke collection is headlined by three footwear styles in exclusive colorways inspired by the northern lights: Zig Kinetica, Club C Revenge, and Classic Leather Legacy.

In September of the same year, Reebok partnered with Boston-area based Siena Farms to launch Forever Floatride GROW, one of the first plant-based performance shoes, with custom CSA (community supported agriculture) produce boxes available to the first 50 customers across the US exclusively through Reebok UNLOCKED. The sustainable wood crate comes with the sneakers, which rival top running shoes, and a half bushel of a dozen varieties of fresh vegetables. It's an important milestone for sustainable performance as making running shoes out of plants is challenging because they need to withstand impact. It has been able to replace petroleum-based plastics that are traditionally used in running shoes with plant-based plastics. Reebok expects to be able to use more plant-based alternatives for its products moving forward and will move fast in this space. 

Company Background

After two long decades of playing second fiddle to NIKE, Reebok's acquisition by adidas in 2006 for about $3.8 billion lent it the stature to compete head to head with its #1 nemesis in a battle of the global brands. adidas' purchase of Reebok allowed adidas to hurdle the $10 billion sales mark for the first time in its history. adidas refers to Reebok as its "milestone acquisition." After the dust settled on the deal, Reebok continues to maintain its brand, Massachusetts headquarters, and its identity.

Reebok International Ltd.

25 Drydock Ave Ste 110e
Boston, MA 02210-2344
Phone: 1 (781) 401-5000

Firm Stats

Employer Type: Privately Owned
Deputy Chairwoman: Sabine Bauer
Team Lead Manager: Paul Goldsmith
Chairman: Igor Landau
Employees (This Location): 400
Employees (All Locations): 9,102

Major Office Locations

Boston, MA

Other Locations

Foley, AL
Anthem, AZ
Chandler, AZ
Glendale, AZ
Tempe, AZ
Carlsbad, CA
Gilroy, CA
Rancho Cucamonga, CA
San Diego, CA
San Jose, CA
Studio City, CA
Vacaville, CA
West Hollywood, CA
Ellenton, FL
Fort Myers, FL
Lake Buena Vista, FL
Orlando, FL
Saint Augustine, FL
Sunrise, FL
Atlanta, GA
Locust Grove, GA
Williamsburg, IA
Aurora, IL
Chicago, IL
Tuscola, IL
Seymour, IN
Lawrence, KS
Gonzales, LA
Boston, MA
Braintree, MA
Canton, MA
Roxbury, MA
Sagamore, MA
Stoughton, MA
Wrentham, MA
Hagerstown, MD
Kittery, ME
Birch Run, MI
Albertville, MN
North Branch, MN
Branson, MO
Chesterfield, MO
Brandon, MS
Gulfport, MS
Charlotte, NC
Concord, NC
Mebane, NC
Smithfield, NC
Atlantic City, NJ
Elizabeth, NJ
Flemington, NJ
Jackson, NJ
Tinton Falls, NJ
Las Vegas, NV
Central Valley, NY
Deer Park, NY
New York, NY
Niagara Falls, NY
Staten Island, NY
Waterloo, NY
White Plains, NY
Oklahoma City, OK
Woodburn, OR
Grove City, PA
Hershey, PA
Lock Haven, PA
Tannersville, PA
Newport, RI
Hilton Head Island, SC
Myrtle Beach, SC
North Charleston, SC
Spartanburg, SC
Lebanon, TN
Sevierville, TN
Cypress, TX
Dallas, TX
El Paso, TX
Hillsboro, TX
Katy, TX
Plano, TX
San Marcos, TX
Terrell, TX
Texas City, TX
Park City, UT
Williamsburg, VA
Woodbridge, VA
Martinsburg, WV
Vaudreuil-Dorion, Canada