Reebok Cool

Case Solution

John Zerio, Kai Gyllstrom
Thunderbird School of Global Management ()

After Reebok loses LeBron James’ support competition to Nike, Reebok must explore new frontiers for business growth. Reebok has chosen to build a stronger and more emotional relationship with the male urban consumer. The effort requires a focus on sneakers as a fashion accessory, incredibly effective word of mouth marketing, and the ability to penetrate the networks of hip-hop culture. Plus, you have to find a way to take advantage of cool trends to spread your new offering globally.

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