Japan influences Reebok’s positioning as the “leading irreverent sports brand”

“Reebok sort of stagnated in the late ’90s,” Joe Foster, Reebok’s founder, previously told Inside Retail, but clever collaborations and an irreverent business strategy are priming the brand for its best performance yet. Tapping into sub-cultures is how Reebok plans to avoid returning to its “stagnated” ’90s state. Ironically, a part of Reebok’s resurgence strategy is the reimagining of its Beatnik slide — originally introduced in the ’90s. Collaborating with brand

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