Posted by Mark J. Miller on December 4, 2014 11:01 AM
For consumers wondering what shoes and apparel to wear next time they are facing off against a jujitsu red belt, Reebok and Ultimate Fighting Championship have the answer. The pair have just joined forces for a six-year deal that gives the UFC its first uniform deal ever.
“This partnership not only further cements Reebok as the leading fitness brand in the industry," Matt O’Toole, president of Reebok, said in a statement. "It will also help us reach a wider audience and become the brand of choice for the more than 35 million consumers worldwide who use disciplines like boxing, kickboxing, and mixed martial arts to live a fit lifestyle."
In an unusual twist, UFC president Dana White told MMA Fighting that even though this deal is the biggest non-broadcast-related one that UFC has ever made, the actual organization “will not see a dime” of the money involved. White says the money will all go to the players, who will get a 20% cut of any apparel sold that has their name on it.Continue reading...
Posted by Mark J. Miller on October 20, 2014 08:45 AM
Back in 2005, it cost only $3.8 billion for adidas to buy Reebok, the sports shoe and athletic wear brand founded in England and named after a South African antelope. Unfortunately for Germany’s sportswear giant, it hasn’t proved to be a good investment and now struggling itself, it's set to unload Reebok, according to the Wall Street Journal.
adidas shares rose on the news Monday morning of the rumored offer by “an investor group that includes [Hong Kong-based private equity firm] Jynwel Capital and funds affiliated with the Abu Dhabi government” for $2.2 billion. It would likely be happy to see the Reebok name off of its ledgers since its sales continue to fall, dropping by more than a third since 2006 to $2 billion last year.
This should have been a boom year for adidas as it sponsored the FIFA World Cup in Brazil—but as Interbrand's new Best Global Brands report comments, it "did not gain quite the competitive edge expected." And as Reuters notes, its shares were down 41 percent this year before the day started. It remains unclear, though, if the top brass at adidas will accept the $2.2 billion offer for Reebok.Continue reading...
Posted by Mark J. Miller on October 13, 2014 10:23 AM
The lawyers at CrossFit are big on protecting the company’s trademark. One lawsuit essentially put the Italian CrossGym out of business. It sued the National Strength and Conditioning Association for claiming that its program “causes injury at a high rate.” And Outside magazine felt the ire of CrossFit when it published an article entitled “Is CrossFit Killing Us?”
Now CrossFit is tangling with a bigger foe: Nike. That behemoth’s legal team is unhappy with a CrossFit gym in West Palm Beach, Fla., which Nike feels looks an inverted version of the Jumpman logo its Jordan Brand with Michael Jordan uses.
As the Washington Post reports, Nike has filed suit to put a stop to the image of the man balancing on a kettle ball at the CrossFit CityPlace gym. Nike claims the gym's logo will not only confuse but also causes “grave and irreparable damage.”Continue reading...
Posted by Dale Buss on August 14, 2014 09:32 AM
AT&T slashes prices on iPads, expands ultrafast GigaPower broadband to Dallas.
Cisco plans to cut 6,000 jobs.
GE talks with Electrolux and Quirky about selling home-appliance unit.
Colgate's use of triclosan in Total sparks debate.
T-Mobile CFO calls Iliad offer "inadequate."
MORE BRAND NEWS
Applebee's teases new burgers with digital campaign.
Burger King drops "Satisfries."
Buzzfeed explains new business model.
Comcast experiments with marathoning TV shows.
Discovery sees debunking Shark Week become a cottage industry.Continue reading...
Posted by Dale Buss on July 25, 2014 09:17 AM
McDonald’s suspends sales of chicken nuggets in Hong Kong but sticks with Chinese meat supplier, as company gives itself 18 months to rebrand.
Amazon reports another loss amid sales growth as CEO Bezos alarms investors with spending pace and Fire Phone hits stores.
Coca-Cola topped World Cup brand sponsors in new survey as it faces boycotts over Gaza conflict.
BSkyB creates European TV powerhouse by buying affiliated assets from 21st Century Fox, which would give Murdoch more cash for Time Warner bid.
Zillow is in advanced talks to buy rival Trulia.
MORE BRAND NEWS
Air Algerie plane crashed in Mali with 116 aboard and no survivors, as world faces deadliest crash year since 2005.
Bentley may add fifth model with SUV launch in two years.
CKE brings back Paris Hilton to tout for Carl’s Jr. and Hardee’s.
Comcast steps up its game on internet speeds.
CrossFit builds a passion brand.
Danone looks for second-half improvement coming out of massive food scare in Asia.
Dell takes social out of the silo.
Dunkin’ Donuts downgrades outlook after poor second quarter.
Facebook toys with idea of integrating Uber into Messenger.Continue reading...
Posted by Nicole Briggs on July 22, 2014 02:04 PM
CrossFit: chances are you’ve tried it, either loved it (or hated it) or know someone who can’t live without it. The fitness phenomenon launched by Greg Glassman in 2000 has grown from cult popularity to an expansive lifestyle brand based off its strength and conditioning programs.
Today, there are more than 9,000 affiliated gyms, and although CrossFit Inc. licenses its name to those gyms for an annual fee, having thousands of affiliated locations across the world makes it extremely hard to fish out the reals from the fakes.
After all, part of the success of a brand could be directly related to the how well they police their trademark(s), and CrossFit's legal team is no stranger to the good ol' cease and desist letter. The brand has previously gone after Cross Gym, CrossFat, Caldera Cross-Fit, CrossFitFood and Don’t Cross Me, I’m Fit, to name a few.
The brand has an even greater responsibility to protect its name thanks to the lucrative 10-year deal it signed with Reebok in 2010 that has been largely responsible for the brand's mainstream proliferation with branded workout gear, Reebok-branded CrossFit gyms and its title sponsorship of the annual CrossFit Games, which kick off this Friday.Continue reading...
Posted by Mark J. Miller on March 3, 2014 01:54 PM
After 121 years in business, Reebok has only changed its logo three times. But the third alteration to the brand's visual identity is one that signifies a bigger shift in its strategy to attract new customers.
"For 30 years we've been successfully making products for elite athletes in every imaginable sport, but what we haven't been able to do is inspire enough people to move," said Matt O'Toole, Reebok's Chief Marketing Officer, in a video posted on YouTube. "It's an invitation for all of of us to take part and fight against complacency for everyday people, not just super stars and elite athletes."
That's the motivation behind the brand's adoption of a new delta symbol that looks to capitalize on the "sport of fitness" trend powered by Reebok's strong affiliation with CrossFit. "The Reebok Delta has three distinct parts each representing the changes—physical, mental and social—that occur when people push themselves beyond their perceived limits and embrace an active and challenging life," the company said in a press release.
The new logo has already been worked into the brand's CrossFit gear and will proliferate over other footwear and apparel lines throughout this month. The brand's Reebok Classics line will retain the older logo.Continue reading...
Posted by Abe Sauer on March 25, 2013 10:27 AM
Before there was CrossFit and P90X, there was Joe Weider's mustache. That iconic mustache and the entrepreneur who wore it—Joe Weider—who built one of the most famous brand names in fitness, passed away on March 23, with his final age of 93 probably his last endorsement for a lifestyle he'd been selling since 1936.
It's a sad truth that Joe Weider's passing probably would have gone largely unnoticed by the general public if not for a public announcement by none other than Arnold Schwarzenegger. The former California governor and (still) current Hollywood action star posted his condolences to both his Twitter account and official website.
For boys who spent time in the gym in a hopeless attempt to recreate Arnold's physique, the Weider brand was a common sight. Across squat towers, bench press seats and plates was the Weider name in a font that looked as strong and heavy as the equipment itself. And thanks to Arnold's attachment to the brand, the Weider name on something meant quality.Continue reading...