The former NBA stars are expected to help as the sports brand aims to hit $10 billion in sales by 2027.
is serious about reestablishing a foothold in the sports arena and is bringing some high-powered names on board to make it happen.in the newly created role of president of basketball. In addition, Allen Iverson has joined the brand as vice president of basketball.Eddie Bauer Revamps Messaging, Focuses More on Wholesale, International Growth
“We’re going to be very close to $6 billion in ’23,” he said, pointing to strength in apparel as well as “better global distribution, and just bringing more heat to the brand.”star signed his initial endorsement deal with Reebok — the brand’s largest ever at that time — prior to his rookie season in 1992.
In this newly created role, O’Neal will oversee the brand’s basketball category and work to cultivate partnerships with athletes and organizations. Krinsky said he will work on product creation, marketing, will participate in events, oversee player recruitment and help negotiate deals on behalf of the brand.
His initial focus will range from professional athletes to collegiate and high school prospects, both male and female, Woodhouse said, but the primary thrust will be on “up-and-comers. Someone changing from another brand to our brand doesn’t really excite us. We’re looking for someone who can grow up with our brand. Today, it’s almost more important what kids are wearing in the tunnel as opposed to on the court and that’s also very important to us.
He characterized it as “a renaissance period for Reebok,” which had exited many of these sports over the past few years and is poised to reenter them.
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