The National Football League and the National Basketball Association are two mega-giants in sports in terms of selling products. Is it to anyone’s surprise that both of these leagues are now ruled by the Rbk Vector? Two years ago Reebok signed ten year contracts with the NBA and NFL to sell all of their merchandise and products. This has been a move that has proved immensely profitable. Nike and other companies dropped the ball on this contract as consumers are going to buy their favorite team’s products regardless of the manufacturer. This is a definite plus for Reebok and a very smart move that was further enhanced by the jersey craze trend of the past few years.

      The final aspect which Reebok has done right is probably the most respectable one: the Premier Line of running shoes launched a year ago by Reebok. Reebok running shoes were initially rejuvenated by the introduction of DMX in April of 1997 and the company has since brought out a number of solid running shoes. While the DMX 10 and 6 systems were comfortable and performed well, the perfect all around running shoe eluded Reebok for years. Then in 2002, Reebok reinvented themselves in the running industry by completely putting away the flashy DMX 10 systems and the street style inspired uppers for performance first shoes. The results were multiple awards from Runners World and rave reviews from runners everywhere. By not going for the looks to sell and by relying on performance only, Reebok instantly regained much needed credibility. Perhaps the most exciting part of the Premier Line is that it shows Reebok has the tools to bring top notch performance shoes that can compete and beat what Nike and Adidas has to offer. This prospect will hopefully be carried over to the basketball line where the great marketing and lines can be coupled with great performance shoes like the Premier Line. There’s nothing like substance over styling to help repair your reputation.

      Reebok has made its share of mistakes the past few years (The Answer VI, to name one), but that doesn't mean they haven't done anything right. While most shoe-heads blast Reebok for everything they do, looking at their moves objectively and you will see that they have made some successful moves as well as having many promising ventures in the years to come. Remember to look at things outside of the Nike box. Perhaps it will expand your shoe buying experiences and give you more sneaker options in years to come.

     UPDATE: As of July 2005, Reebok International has been acquired by adidas Salomon

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