Reebok Cool
Case number:
A12-05-0011
Abstract
Having lost the sweepstakes for the endorsement of LeBron James to Nike, Reebok needs to explore new frontiers for business growth. Reebok has decided to establish a stronger and more emotional relationship with the male urban consumer. The undertaking requires a focus on the sneaker as a fashion accessory, incredibly effective buzz marketing, and the ability to penetrate the networks that operate within the hip-hop culture. Further, it needs to devise a way of capitalizing on cool trends to take its new proposition global.
Teaching
Appropriate for advanced marketing strategy courses at graduate level, and international marketing and management classes of an MBA program. The case was specifically designed for an executive audience as a follow-up to Planet Reebok (HBS 9-594-074) as it explores the challenges of repositioning the company to appeal to the global urban youth market.
Case number:
A12-05-0011
Subject:
Marketing
Year:
Setting:
U.S./Global
Length:
12 pages
Source:
Library