Adidas is looking to turn around its struggling Reebok brand, which it bought in 2005, through sponsorships of fitness classes such as CrossFit. The brand is also working with the fitness club Les Mills, which develops Bodypump and Bodycombat classes, and the Spartan Race obstacle course series. "You probably get a better return on those investments than you do for an advert that appears on television for a month and is then forgotten," said Nomura analyst Christopher Walker.

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