How Did Reebok Become More Human?
What comes to your mind when you hear the word “Reebok”? My answer would be:hard core workouts, kick boxing, and a countless number of dead-lifts! Reebok is global athletic footwear and apparel company founded in 1895 in the United Kingdom. In 2005 Reebok and Adidas joined to respond to the growing threat of the market leader (Nike). Why did Reebok decide to become more human? The problem is, after a few months of success, Reebok's revenue showed a consistent downfall from 2006 onward. In 2011, US federal Trade Commission Agency alleged charges against Reebok for advertisements which were misleading and Reebok had to pay a settlement amount of $25 million for its shoes line ‘Easy Tone’ that claimed to have balance pods that should create instability which "encourages toning through increased muscle activation”. One year later, in 2012 Reebok was struck by fraud at its Indian unit, leading the company to a loss of 157 mill