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www.reebok.com

 

SWOT Analysis


Strengths

    - Paul Fireman is President and C.E.O.

    - Reebok considers itself to be a "team," and the
      "game" is driving continued success.

    - Has a 10 year contract with the NBA
      beginning this year.

    -Has a 10 year contract with the NFL
      beginning in 2002.

    - Survivor ads a big hit.

    - Sports starts such as Wimbeldon Champion
      Venus Williams and NBA star Allen Iverson.

    - Defy ads

    - Reebok Wear Test Program

    - Employee benefits: Medical/Dental/
      Health insurance, savings and profit
      sharing retirement plan, paid holidays,    
      paid paternity leave for new dads, etc...

 

Weaknesses

    - Style

    - Appeal to the younger generation

    - Variety