The Company's international sales of Reebok branded products amounted to $350 million in the quarter, an increase of 12 percent over 2004's second quarter sales. On a constant dollar basis, second quarter international sales increased approximately 8 percent over the prior year's second quarter sales.
Sales for the Company are other brands; Rockport, The Greg Norman Collection and Ralph Lauren Footwear were $136 million in the second quarter of 2005 compared with 2004's second quarter sales of $133 million, an increase of 2 percent.
The Company reported that its total worldwide backlog of open customer orders scheduled for delivery from July 2005 through December 2005 for the Reebok Brand (including The Hockey Company) remained about the same as the prior year's comparable amount.
Paul Fireman, the Company's Chairman and Chief Executive Officer said, " The second quarter and six month financial results were in line with overall financial targets. One of the key financial objectives, long-term, is to improve the operating margins of Company. They accomplished this during the second quarter.
During the quarter, they were able to increase revenues and improve operating margins despite some challenging retail conditions in certain of key markets. In addition, they continued the rollout of new Reebok advertising campaign under the umbrella of "I am what I am". As I stated last quarter, this is largest global integrated marketing and advertising campaign in nearly a decade. The total advertising and marketing spend has increased during the first six months of 2005 in order to support this campaign. The research indicates that advertising is being received as both relevant and aspirational by target consumers and it is raising Brand awareness.
marketing@alchempro.com
