After losing the lottery for the support of LeBron James to Nike, Reebok, new frontiers for business growth must explore. Reebok has decided to establish a stronger and more emotional relationship with the male urban consumers. The company requires a focus on the sneakers as a fashion accessory, incredibly effective buzz marketing, and the ability to penetrate the networks that operate within the hip-hop culture. Furthermore, there must be a way of capitalization of cool trends develop tak … Read more »

After losing the lottery for the support of LeBron James to Nike, Reebok, new frontiers for business growth must explore. Reebok has decided to establish a stronger and more emotional relationship with the male urban consumers. The company requires a focus on the sneakers as a fashion accessory, incredibly effective buzz marketing, and the ability to penetrate the networks that operate within the hip-hop culture. Furthermore, there must be a way of capitalization to take on cool trends to develop its new proposal globally.
This is a Thunderbird Case Study.
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from
John Zerio,
Kai Gyllstrom
Source: Thunderbird School of Global Management
12 pages.
Release Date: 6 September 2005. Prod #: TB0111-PDF-ENG
Cool Reebok HBR case solution