Sneaker Wars: Nike and Reebok Go Toe-to-Toe

Fri, 01 Dec 2006 00:00:00 -0500
Leading Edge

This case study explores how Nike and Reebok defined themselves differently at the Super Bowl in keeping with their personalities and missions. Nike reinforced its stylish, blockbuster imagery with celebrity-packed adstravaganzas. Reebok used this field to shake its girly image. Both succeeded for a time with their different rule books and both concluded that ultimately niche marketing was more efficient.