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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