The campaign is also assisting us in aligning with athletes and entertainers who identify with the campaign and want to be a part of it. They also believe that the campaign is beginning to positively impact target consumers' intent to purchase. Under this one Brand umbrella they are effectively and efficiently marketing their Performance, Classic and Rbk platforms," Fireman stated.
"On the product front, they generated strong sales increases on Reebok Performance footwear products on a worldwide basis. They are clearly seeing a shift to more technical performance products, particularly in the US market. During the quarter, Reebok sales of Performance footwear products increased by 24 percent on a worldwide basis. Two Performance product categories that are critical to long-term growth strategy are basketball and running and both of these categories reported double-digit sales increases in the quarter.
Footwear technology also continues to play an important role in performance positioning. This quarter they introduced newest Pump technology that they refer to as Pump 2.0. Pump 2.0 which is new self-inflating technology will be featured across multiple categories during the second half of the year, including running and basketball for both men and women," Fireman said.
"During the second half of 2005 and into 2006 and beyond they plan to introduce several new evolutions of self-inflating, self-regulating Pump technology, and Pump products along with other new technology products will increase as a percentage of overall footwear business."
marketing@alchempro.com
