NFL
player
Brandin
Cooks
4 runninginsight.com © 2018 Formula4media LLC.
Reebok
Returns to
the Run
RUNNING INSIGHT
Is Reebok
now here
to stay?
R
eebok is back in the run specialty
game. After years away from the
channel, the Boston-based brand, a
fixture on running store shoe walls
throughout the 1980s and 1990s,
has re-embraced running and stands
eager to regain credibility and status
in an environment it once flourished.
"We're in the game and focused on building
fantastic products and experiences," assures
Scott Daley, general manager of Reebok's run-
ning business unit.
That's a fresh, happier tune from adidas-owned
Reebok, which struggled to gain much traction in
the 21st century as other running footwear brands
made headway and the athletic giant, a longtime
sponsor of elite athletes and purveyor of novel
technology, largely vanished from the sport.
Resurrected from the running graveyard, is
Reebok now here to stay?
Coming and going
Around 2010, Reebok pushed running aside, "a
mix of internal and external factors," Daley says.
Thereafter, however, company leadership began
deliberate conversations about Reebok's brand
