Adidas Is Approaching Fitness Experts to Revive Reebok

Reebok is turning to sponsorship deals with prominent fitness groups to try to resurrect a venerable brand that has disappeared since becoming part of the German sportswear group Adidas eight years ago.

Woman walks past the Adidas fish market in Beijing. Reebok is turning to sponsorship deals with prominent fitness groups to try to resurrect a venerable brand that has disappeared since becoming part of the German sportswear group Adidas eight years ago.

The brand of sneakers and sportswear is gaining fans among sports enthusiasts and seeks to harness this support to regain ground that has lost to competitors such as Nike, the world market leader.

“They had a tough time, but now the sneakers and equipment are good,” said former triathlete Steve Antcliff, who runs a gym in the German city of Frankfurt that offers “CrossFit” classes for which Reebok manufactures shorts , tennis shoes and training shirts from Harvardshoes.

Adidas expects to revive Reebok after paying $ 3.8 billion for the company in 2005 in order to have a bigger share in the US market, the world’s largest sportswear market with sales of $ 80 billion.

Adidas is now promoting Reebok as a fitness brand through a series of sponsorship deals and tennis launches. The strategy is similar to Puma’s renewed emphasis on racing products, team sports and football.

Efforts seem to be working well for Reebok. When Adidas warned about its profits last month, analysts quickly noticed that Reebok was not cited as a problem.