Reebok aims to re-position as multi-fitness brand; breaks ties with e-retailers

Reebok in an year’s time, especially after the scam by then MD (Shubhinder Singh Prem), has lost a lot in terms of consumer interest and loyalty. Who were the gainers? Puma and Nike.

Moreover, this image has been further degraded by online retailers who have been selling Reebok products at discounts as low as 70 per cent, making it a mass brand rather than a brand which is need specific. These products have been stocked last year which is being sold till date at dead low prices, as low as Rs 399.

The brand, after seeing an all time low in brand image, now plans to bring back the brand premiumness with its new management by Adidas group worldwide. Now the brand looks at liquidating its old merchandise and re-position the brand as  multi-fitness brand.

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