Abstract
According to it's knowledge, we may say that Reebok has an important asset; Paul Fireman, who has followed the sociological movements and adjusted its business strategy. Reebok has understood the need for sport and fitness shoes and also that design and quality are both crucial points. The brand diffused and targets their vision on the 'Top Runner' in the athletic market. In addition, Reebok needed to find the way to develop their international customers. In 1982, Reebok had predicted a new successful market; the women sport design trend and the Aerobic dance movement. Here, Reebok had found the trend image to promote it's shoes. Indeed, growth and the need to exceed frontiers at this stage was crucial to face new movements, new diffusion ways and new generations. Reebok realized that traditional marketing did not have the same impact; new marketing techniques had to be used. In the mature market (US/EU), Reebok believes that the lifestyle brand is able to gain market shares.
