Abstract
After being the global leader as designer, marketer, and distributor of sports, fitness and lifestyle products in the ninetieth century, Reebok now has to face its main competitors, Nike and Adidas. Indeed, the competitive and consumer landscape has changed dramatically since the year 2000 and Reebok, the third market leader has to turn its advertising strategy into new market opportunities. For Reebok, television was the primary communication medium. Subsequently, Reebok had to move resources away from magazines and newspapers to online and mobile advertising still including sporting events, sponsorship of athletes and sports league, in keeping with market changes. However, consumer saturation arrived quicker than expected and those investments did not do enough to reach their objectives. Potential customers spend more time on Internet than on TV. Since it noticed no increase in sale, Reebok had to concentrate on a new target; the most important people segment called Generation X", those between the ages of twenty five and forty.
