Adidas, owner of Reebok, recently slashed the sports brand’s 2015 sales target from $3.9 billion to $2.6 billion following the decision to end its licencing agreement with the National Football League.
In addition, it has been revealed that Adidas has made broad organisational changes which will affect Reebok's marketing efforts as it aims to position itself as a fitness brand instead of a professional sports brand.
Reebok’s marketing group has now been split into dedicated teams working on products in specific fitness categories such as training, running and walking.
Matt O’Toole, Reebok’s chief marketing officer said in a statement that these structural changes “will bring more focus and a deeper product offering and will provide better commercial opportunities as [Reebok] turns the corner into 2013.”
The move comes following changes to Reebok’s core management structure, with the position of global president eliminated early last month.