Reebok was founded in 1890 and made the first ever spiked running shoes. Now the sports manufacturing company are going back to their roots in an aim to dominate the fitness market.
Matthew O'Toole, Global head of Reebok, says ''We're targeting the fitness consumer and there is this big athletic industry out there that's defined by a bunch of different sports, but we are really looking to be the number one brand for fitness consumers''.
With the emerging markets of India and China getting into fitness there is a lot of money to be made from training apparel, especially because the market is split 50-50 between men and women consumers.
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