Reebok Looks to the Future With a Unified Vector

While there is no shortage of tried-and-true athletic labels — and an influx of designers and more mainstream brands diving into the sector — Reebok is looking to capitalize on its long standing in the field. In an interview Thursday afternoon, Reebok brand president Matt O’Toole and global head of creative direction Karen Reuther mapped out the company’s strategy as they move forward in the third year of a four-year plan intended to build the brand’s $1.85 billion net sales. In 2018, currency-neutral Reebok brand sales were down 3 percent versus 2017, as double-digit sales growth in Classics was offset by a decline in Sport. But earlier this week, Adidas, Reebok’s parent company, reported that the division had returned to profitability in 2018 and sales in the third quarter had risen 2 percent overall. In North America, Reebok posted a 17 percent jump in sales but its performance in other regions was more challenging with an 11 percent decline in Asia Pacific and a 9 percent drop in Europe. To further fuel its growth going forward, Adidas chief executive officer Kasper Rørsted said the company will “reunite the Reebok brand under one logo, the Vector. The Vector was first introduced nearly 30 years

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