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Adidas attempts to resuscitate Reebok

03/06/2013
Reebok’s logo is to change from July 1 as part of owner adidas’s strategy to boost sales, which have fallen for four out of the past six years.

It will use the red delta CrossFit sign across its range, as revenue in its CrossFit range rose 13% in the first quarter of this year.

Reebok signed the partnership with CrossFit gyms in 2010, according to Bloomberg, and the 30-minute fitness routine is growing in popularity.

CrossFit fanatics “shop like crazy”, said Katja Erbe, brand director for Reebok in Germany, Switzerland and Austria. “It’s about having the latest gear. Reebok is the only brand that is offering CrossFit-specific products.”

Adidas bought Reebok for $3.8 billion in 2006 but sales have steadily declined. It took a EUR 265 million writedown on the brand last year.

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