Abstract
Since the mid eighties, companies have understood the importance of including marketing and communication in their strategies. Over the years and thanks to a globalization context, competition started to increase and firms had to justify their position on their respective markets. With the development of new technologies, firms had a lot of new opportunities available to them. It became easier to target consumers by seducing them in their daily life. Television, billboards, radio or newspapers were an amazing way to attract people and create new needs. Nowadays, customers have moved to other media thanks to the "virtual technologies" such as Internet, and their expectations have changed.
In order to identify their targets' new demand, firms have to adapt their strategy. On the highly competitive global sporting shoes/apparel market, the famous brand, Reebok, seems to have understood this problematic.
Founded by Joseph William Foster in 1890, Reebok was bought in 1958 by the American Paul Fireman. Since then, the brand has become a leading global designer, marketer and distributor of sports, fitness, and lifestyle products. In 2005, the Adidas group, and its main competitor Reebok, decided to merge in order to compete more efficiently with the leader, Nike.
