Reebok Crossfit Nano 7's Under Armour

Customers make purchasing decisions based on the information they have among products and the values of goods a company offers. For that reason, companies have to promote their products to increase products awareness. In order to achieve organizational goals, companies must understand the market’s needs to ensure the success of their businesses. Such information can be gained through research. The industry that will form the basis of this paper is Western Canadian Shoe Association. The three brands under study are Reebok, Adidas, and Nike.

Companies like Under Armour, Nike and Adidas/Reebok have high threats of substitute´s products. These companies share the sport apparel industry and are vulnerable to competitive pressure from the actions of buyers whenever they view that their products can be substituted for others. The availability of substitutes invites the costumer to compare performance, features, and ease of use as well as price. Under Armour’s major competitors are Nike and Adidas/Reebok because they have a similar or competing product offerings. The top sport apparel brands offer similar products and that is why each one of them needs to keep a high standard and produce good quality products in order for customers to keep buying their product.

Nike; one of the most well known companies across the globe today is most known for being the world’s #1 shoemaker. They design and sell shoes for a variety of sports including baseball, golf, tennis and football. Nike also sells dress and casual shoes as well as athletic apparel and equipment for almost every sport imaginable. In addition Nike also operates NIKETOWN shoe and sportswear stores, factory outlets along with Nike women shops. One of Nike’s biggest competitors on the rise is Under Armour, Inc. Under Armour; the primary maker of performance athletic underwear and apparel has risen to the top with main competitor Nike. The company has also begun to become a factor in the footwear market as

Other major companies in direct competition (filling the same need, with the same products) include brands which have a focus on athletic apparel such as Athletica (a subsidiary of GAP with a focus on sports apparel), Under Armour (a supplier of sportswear and casual apparel), Nike (a retailing giant focused on footwear, apparel, equipment, accessories

At some point in one’s life, he or she gets introduced to sports which have become a staple in society around the world. For example, most countries have a national team for different sports such as soccer, volleyball, and baseball. There are many companies like Addis, Reebok, and Asics that produce sportswear for every sport imaginable. Two of the biggest sportswear companies are Nike and Under Armour. Athletes and non-athletes all over the world use Nike and Under Armour products every day.

In 2010, Reebok signed an exclusive agreement with CrossFit, becoming the exclusive supplier of footwear, apparel and accessories for the fitness brand. "There's a change in the fitness world that comes from the idea that fitness can be a sport - with all the elements we love in traditional sports." - President Reebok Uli Becker [source] Reebok's strategy is designed to "change the way people perceive, define and experience fitness" and achieve the ambition "to bring fitness into the world and be considered the most suitable society in the world". The partnership has shaped sales, and Reebok's CrossFit product range is now the company's best performing range.

Reebok and the NFL both were facing a decline and they both needed to enhance their brands, which the NFL has a negative brand impact because of poor product quality and negative brand experience perceptions and Reebok had to cut their endorsement contracts with key NFL players to budget out their sports marketing with the size of their current business. Reebok also wanted to create a new licensed apparel business and the NFL wanted to resurrect a business in decline due to competition among the licensees. The key goals for the NFL were to expand in the fan market of youth and women, improve their brand, and capitalize on the fitness and performance dimensions of the brand by entering the fitness equipment market (Hecox, 2016, p. 26). Reebok’s

Nike became very successful and became the #1 Sports brand in the world. However, Nike could not slack off as their competitors might surpass them. For years, Adidas was Nike’s biggest competitor. However, recent studies show as of 2015, Under Armour has become the second biggest Sports brand in the world. Under Armour revenue was reported to be about $17,000 in 1996 (year the company was founded). Now, Under Armour has reported to be making a little over $2 billion a year while their biggest competitor, Adidas, has dropped quite a bit and making a little under $2 billion a year. Though, both companies seem to be doing well, neither is close to Nike’s revenue a year. Nike is making over $11 million a year; Nike’s Jordan brand has reported to be making a little over $2 billion a year alone. Nike will always be the #1 Sports brand in the U.S. and in the world. The company will continue to grow with not only their Jordan brand, but with more and more star athletes the company

This Business Week article is essentially a consumer product test in regards to Under Armour 's first foray into cross-training footwear. The article describes the three different versions UA will release and goes on to describe both aesthetic and comfort features having tried the shoes on and participated in athletic activity. The writer gives all three shoes high marks, ending by saying "anyone who thinks Adidas, Nike, New Balance, or Reebok don 't have anything to worry about from UA isn 't paying attention".

Over the last 10 years’ gym memberships within the United States have increased from 41.3 million to 54.1 million. The biggest trend over the last few years is becoming fit, more and more each day people are finding ways to live fit and healthier lifestyles. From eating the right nutritional foods, working out and people just wanting to follow the latest and greatest trends. The increase in gym memberships and the amount of people working out leads to the increase in athletic attire. For this exact reason athleisure wear was born, it is the newest fashion trends were people wear athletic clothing regardless if they intend go to the gym or not that day. People are wearing it to the office, shopping, to run errands and other social events. Athleisure wear consist of articles of clothing such as spandex, leggings, yoga pants, sports bras and fashionable sweats. Over the last 10 years an increase in athleisure wear has spread at a rapid rate globally, particularly in the women’s fashion industry. Since 2013 the increase in athleisure wear apparel has grown by 14% and accounts for 18% of the total clothing retail market. With this trend still catching on, active wear is expected to continue to grow at an average rate of 3.3% annually. Due to this rapid increase in purchasing athleisure wear the apparel industry will continue to grow especially Nike

Reebok (Adidas) – Reebok which is owned by Adidas Group has struggled to maintain it foothold in the U.S. athletic shoe market Reebok. Recently Reebok has begun marketing itself as a fitness brand, and the brand’s sales were up 5% in 2014

The essential feature of the logo was three leaves representing the Olympic spirit, joining the three continental plates. THE SPORTING GOODS INDUSTRY Mergers and Acquisitions (M&As) had become quite common in the sporting goods industry during the late 1990s and the early 2000s. Adidas acquired the Salomon Group for $1.4 billion in 1997. Nike acquired Converse in 2003 for $305 million, while Reebok acquired The Hockey Company in 2004 for $330 million. These mergers were prompted by the increasing competition and growth in the industry. The US market is the largest market for sporting goods. Experts estimate that the US sporting goods market will grow at a rate of approximately 8.9% between 2004 and 2008 to reach a value of $51 billion, forming 47.6% of the world market. It is estimated that 33% of the athletic footwear purchased by the US consumers is used for sports and fitness activities and bought on the basis of price, comfort ability and fashion. In 2004, 40% of the consumers of sports apparel lay in the age group 12-24. T-shirts and running shoes were considered as the top selected categories. In 2004, sports apparel retail sales in the US were worth $38.8 billion - compared with $37 billion in 2003. Athletic footwear retail sales were $16.4 billion in 2004, compared with $15.9 billion in 2003. THE MERGER According to the merger deal, Adidas would buy all the outstanding shares of Reebok at $59 per share in cash.

More respondents own a Reebok pair than adidas (second place) and Nike (third), but when asked which brand they would like to own, Nike topped list, followed by adidas and Reebok. This shows that Reebok’s Indian pricing has managed to attract more market share than its rivals, but Nike still has the highest brand equity and perceived value.

We believe that our Group’s multi-brand structure gives us an important competitive advantage. Through our brand architecture, we seamlessly cover the consumer segments we have defined, catering to more consumer needs, while at the same time keeping clarity of brand message and values. In each case, the positioning of adidas and Reebok and their respective sub-brands is based on their unique DNAs – their history and their values.

It was a very big challenge for the management to bring Reebok back on the track and improve its brand image. Adidas board members also intervened, and the Adidas-Reebok conglomerate came with a strategy of rebranding where Reebok’s brand will focus on fitness segment and Adidas continued with its athletics and sports segment. Rebranding is normally done when there is a change in business strategy, a shift in focus, a change in the target segment of customers or merely a faded and monotonous brand