Reebok is an American-inspired, global brand that creates and markets sports and

lifestyle products built upon a strong heritage and authenticity in sports, fitness
and women’s categories. The brand is committed to designing products and
marketing programs that reflect creativity and the desire to constantly challenge
the status quo.

REEBOK'S VISION
Fulfilling Potential
Reebok is dedicated to providing each and every athlete - from professional
athletes to recreational runners to kids on the playground - with the opportunity,
the products, and the inspiration to achieve what they are capable of. We all
have the potential to do great things. As a brand, Reebok has the unique
opportunity to help consumers, athletes and artists, partners and employees
fulfill their true potential and reach heights they may have thought un-reachable.

REEBOK'S MISSION
Always Challenge and Lead through Creativity
At Reebok, we see the world a little differently and throughout our history have
made our mark when we’ve had the courage to challenge convention. Reebok
creates products and marketing programs that reflect the brand’s unlimited
creative potential.

REEBOK'S POSITIONING
Celebrate Individuality in Sport and Life
Reebok understands that people are, above a positioning reflects this;
celebrating the distinct qualities that make people who they are - their unique
points of view, their individual style and their remarkable talents and
accomplishments. Reebok celebrates their individuality, their authenticity and
the courage it takes to forge their own path to greatness. While some may call
them crazy or eccentric, Reebok calls them visionary and original.

REEBOK'S PURPOSE
To Empower Global Youth to Fulfill their Potential
Commitment to Corporate Responsibility is an important legacy and hallmark
of the Reebok brand. For two decades, Human Rights, through the Reebok
Human Rights program, was the primary focus of this effort. Reebok has
expanded on what had been built and created a Global Corporate Citizenship
platform with a purpose for the brand that will help underprivileged,
underserved youth around the world fulfill their potential and live healthy,
active lives.

REEBOK'S BRAND TERRITORY

Having Fun Staying in Shape
Having Fun Staying in Shape comes to life through a fun, bold, provocative
manner expressed through fresh, eye catching imagery signed off with a unique
'Reeword.' The tone and manner allows the consumer to look at sport and
lifestyle through our lens of 'Ree.'

Brands
 Reebok International
 Rock Port
 RBK CCM Hockey (World’s largest)
 Greg Norman Apparel
 Ralph Lauren Brand
 The Hockey Company
 Avia
 Onfield Apparel
 Athletic footwear
 ll, unique. Reebok’s DMX2000
 3D Ultralite
 Ralph Lauren Apparel line
PRODUCTS
 HISTORY OF REEBOK
1890-1930's

J.W. Foster and Spikes of Fire

Reebok's United Kingdom-based ancestor company was founded for one of the
best reasons possible: athletes wanted to run faster. So, in the 1890s, Joseph
William Foster made some of the first known running shoes with spikes in
them. By 1895, he was in business making shoes by hand for top runners; and
before long his fledgling company, J.W. Foster and Sons, developed an
international clientele of distinguished athletes. The family-owned business
proudly made the running shoes worn in the 1924 Summer Games by the
athletes celebrated in the film "Chariots of Fire.

1950-1980
A Gazelle Named Reebok, A Company on the Move

In 1958, two of the founder's grandsons started a companion company that came
to be known as Reebok, named for an African gazelle. In 1979, Paul Fireman, a
partner in an outdoor sporting goods distributorship, spotted Reebok shoes at an
international trade show. He negotiated for the North American distribution
license and introduced three running shoes in the U.S. that year. At $60, they
were the most expensive running shoes on the market.

1980's
By 1981, Reebok's sales exceeded $1.5 million, but a dramatic move was
planned for the next year. In 1982, Reebok introduced the first athletic shoe
designed especially for women; a shoe for a hot new fitness exercise called
aerobic dance.
In the midst of surging sales in 1985, Reebok completed its initial public
offering (stock symbol is NYSE: RBK). In the late 1980s, Reebok began an
aggressive expansion into overseas markets and Reebok products are now
available in more than 170 countries and are sold through a network of
independent and Reebok-owned distributors.

1990's
In 1992, Reebok began a transition from a company identified principally with
fitness and exercise to one equally involved in sports by creating several new
footwear and apparel products for football, baseball, soccer, track and field and
other sports. That same year, Reebok began its partnership with golfer Greg
Norman, resulting in the creation of The Greg Norman Collection.

2000
In 2000, Reebok and the National Football League announced an exclusive
partnership that serves as a foundation of the NFL’s consumer products
business. The NFL granted a long-term exclusive license to Reebok beginning
in the 2002 NFL season to manufacture, market and sell NFL licensed
merchandise for all 32 NFL teams. The license includes on-field uniforms,
sideline apparel, practice apparel and an NFL-branded footwear and apparel
collection.

2001
In 2001, Reebok formed a long-term strategic partnership with the National
Basketball Association under which Reebok designs, manufactures, sells and
markets licensed merchandise for the NBA, the Women’s National Basketball
Association (WNBA) and the National Basketball Development League
(NBDL), the NBA’s minor league. Reebok also had exclusive rights, with
limited exceptions, to design, manufacture, market and sell headwear, T-shirts,
fleece and other apparel products for all teams in most channels of distributions.
In 2006, Reebok transferred the NBA rights to the adidas Brand.

2002
In 2002, Reebok launched Rbk – a collection of street-inspired footwear and
apparel hook-ups designed for the young man and woman who demand and
expect the style of their gear to reflect the attitude of their lives: cool and edgy,
authentic and aspirational. Inspired by street fashion, Rbk’s marketing is
culturally relevant as well.

2003
2003 was a landmark year for Rbk. Reebok formed an unprecedented
partnership with rap musician Jay-Z, which included the design and marketing
of the "S. Carter Collection by Rbk," which launched in April. With the
partnership, Jay-Z became the first non-athlete to have a signature athletic
footwear collection.

2004
In 2004, Reebok became the world’s leading producer of hockey apparel and
equipment with its acquisition of The Hockey Company. The Hockey
Company’s brands, CCM, Koho and Jofa, are among the most respected in the
sport.
Reebok has a long-term licensing agreement with the National Hockey League,
under which the company serves as the supplier of authentic “on-ice” game
jerseys to all 30 NHL teams.

2005
In early 2005, Reebok launched Rbk Hockey, a new and innovative line of
ultra-high performance hockey equipment, sticks and skates and signed hockey
phenom Sidney Crosby, who has lived up to his billing as the league’s next
great player. In two short years, Rbk Hockey has become one of the most
visible and in-demand hockey brands on the market.

In 2005, Reebok launched its largest global integrated marketing and

advertising campaign in nearly a decade. "I Am What I Am" is a multi-faceted
campaign which links all of the brand's marketing and advertising efforts under
the "I Am What I Am" umbrella.
2006
In January 2006, adidas-Salomon AG acquired Reebok, forever altering the
worldwide sporting goods industry landscape. Fireman got his start working for
his family's fishing tackle business. He’s sold fitness giant Reebok to Adidas for
$3.8 billion .Shortly after the close of the acquisition, Reebok Chairman and
CEO Paul Fireman announced he was leaving the company to pursue other
interests, and Paul Harrington was named President and CEO of the Reebok
brand.

2007
Reebok launched Run Easy, one of the most comprehensive running campaigns
in the brand’s history. The goal of the campaign was to inspire consumers
around the world to fulfill their potential and celebrate their individuality.
In addition, Reebok's partnership with the National Hockey League took center
stage with the unveiling the Rbk Edge Uniform System, a complete, team-wide
redesign and re-engineering of the NHL uniform, and the opening of the NHL
Powered by Rbk retail store in New York City.
Reebok also launched its "There are Two People in Everyone" marketing
campaign for the second half of 2007 in select regions. The campaign, featuring
international sport stars such as Allen Iverson, Yao Ming, MS Dohni and Nicole
Vaidisova, declared that there is more to an athlete than his or her sport.

2008
Reebok’s global marketing campaign, ‘Your Move’ launched in March of 2008
and evolved Reebok’s positioning as the brand that celebrates individuality and
supports those who choose to do things their way.
In the summer of 2008, Reebok and driving ace Lewis Hamilton announced a
multi-year partnership at a spectacular 3-D event in Amsterdam, home of
Reebok’s European Headquarters.

2009
In February 2009, Reebok launched the Jukari Fit to Fly workout, the first in a
series of initiatives to come out of a new, long-term partnership with Cirque du
Soleil. Jukari Fit to Fly makes fitness fun again by introducing a new way to
move.
Also in 2009, Reebok made a pledge to tone the butts and legs of women
around the world with its innovative EasyTone footwear.

Logo Development

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