Rebooting Reebok

Karan Choudhury | New Delhi Sep 19, 2016 09:10 PM IST

It takes a lot of effort to build a brand, almost nothing to destroy it and everything to bring it back from the brink. Reebok India Company, part of global German sports apparels and accessories brand Adidas AG is learning this the hard way as a new team at the helm puts together a strategy for the brand that has weathered a few rough seasons in the country. From being a footwear brand, Reebok is being repositioned as a fitness and sports category player in India. The company is aiming for the top spot as it believes that it does not.....

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