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Reebok Back On Track With 'Sculpting' Walking Shoe

Even as Adidas puts its game face on for the World Cup, CEO Herbert Hainer tells Andria Cheng that turning around Reebok has been the most "exciting" development at the company recently. Not that it has been a sprint to the tape since the takeover in 2006.

The product that has really turned things around is the $100 EasyTone walking shoes line, which was introduced in March 2009 with a marketing campaign that promises ""a better butt with every step." The line should sell over five million pairs in the U.S. alone this year -- about $500 million in retail sales. Reebok hasn't seen numbers like that in at least a decade, Cheng reports, and its market share slide has also begun to reverse.

Reebok is on a five-year plan that includes "rejuvenating" its Classic business and revamping its apparel line. "We are more a footwear brand than we are a footwear and apparel brand," says Reebok president and CEO Uli Becker. "With the potential we have on apparel side, we'll put a lot of emphasis there."

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