Speaking via satellite video at the first global investor conference at the WSA show, adidas Group Chairman and CEO Herbert Hainer said he felt Reebok could be positioned as more of a performance brand than it has recently. He was responding to questions from analysts regarding speculation that Reebok would be positioned more down-market.
Hainer said that the Pump technology could be a centerpiece on a performance technology strategy.
He then went on to say that the two brands could co-exist with the same level of positioning, by playing off of their individual strengths. New adidas America CEO Rob Langstaff likened the relationship to sibling rivalry, with Hainer as the father. They played up Reeboks U.S. sports focus and adidas soccer roots.
>>> Hainer also said Reebok has more cache in the urban market than the adidas brand has, referring to the music icon strategy the brand has employed. Perhaps he forgot adidas started it all with Run DMC…
