How Reebok Lost Its Relevance

From 1983 to 1989, Reebok’s annual sales grew from $12.8 million to $1.82 billion, dethroning Nike as the number one sneaker brand in the world.

By the late 2000s, Reebok had partnerships with huge athletes such as Allen Iverson and Shaquille O’Neal, and hip-hop stars like Jay-Z and 50 Cent.

Yet nowadays, Reebok lacks the cultural cache it once had, and has became synonymous with CrossFit. What happened?

In this episode of Trapital, I’m joined by Zack O’Malley Greenburg to take a trip down memory lane and examine Reebok’s rise, challenges faced, big partnerships, failed acquisitions, and missed opportunities.

Watch the full episode: https://www.youtube.com/watch?v=8KEaD9xexHQ&t=0s

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