Abstract
Today the sporting shoes and apparel market is highly competitive and has reached the maturity stage. At this level companies have to differentiate their offer in order to win new market shares or at least keep their position. This differentiation must be done on two levels: product differentiation and image differentiation. This means that brands have to clearly understand consumers' needs in order to adapt the offer. Today brands are expected to be innovative. The new generation does not have same habits as their parents. They don't have same values, don't laugh at same things and they consume in a different way. This new generation is called Generation X. Reebok understood that they must change and innovate and they have tried to do that. From the beginning, for Reebok as for its competitors, television has been the main media used for the communication. But in 2003 Reebok decided to change their communication strategy and they started to communicate on the internet by creating a famous buzz "Terry Tate".
