The Super Bowl is a huge event not only for sport fans, but also for firms. This year the NFL gave a right to 39 companies to produce goods related to the game. One of them is Reebok International, which obtained ten years contract with NFL in 2001. For Reebok, it is great opportunity to build its brand. According to the article, Reebok manufactured a special edition of sneakers related to the Super Bowl, which are sold through the sports retailers such as Foot Locker and Champs Sports since February 1. But, what makes those shoes so distinctive? So, Reebok produced only 2,002 pairs of those shoes, which has logos of the St. Louis Rams and the New England Patriots. Moreover, this is a first time that the Super Bowl was linked to the shoes. Another company mentioned in the article, producing goods for Super Bowl, is Hallmark Cards. The third firm the article refers to is VF, which along with Reebok will produce the “locker room T-shirts.”

2. “Collector” shoes- if the number of given good is limited, such as 2002 pairs of Reebok shoes, they are trophies to

3. Price- the prices that Reebok is able to charge for its products depend on the type of product, as well as consumer and retailer response to such product. Moreover, the prices of the products depends on the prices charged by Reebok’s competitors.

1. Target Market- Reebok offers products that appeal to a broad segment of the marketplace. Reebok’s four major brands target males between ages 16 and 25 (Ralph Lauren Footwear, Polo Jeans Co.). Paul Fireman, the Company’s Chairman and Chief Executive Officer, states that Reebok’s new collection which will be introduced to the market in February called “Rbk represents our most cutting-edge product for the young male consumers who wants and expect the style of his footwear and apparel to reflect the attitude of his life.... In addition to our new young men’s campaign, we intend to continue our focus on the young women’s market.” Not only young men and women, but also boys and girls between the ages 5 and 12 are Reebok’s targets. Moreover, Reebok broaden its customer base to include costumers of all ages who seek sports, fitness, and lifestyles products that help them lead healthier lives.

4. Technological Environment- Reebok places a great importance on technology, using new approaches in its product designing, focusing on cushioning, stability and lightweight features. Reebok’s most successful invention is DMX technology, which provides active airflow system that provides cushioning when and where it is needed. Reebok used advanced technology in its moisture-management system, called Hydromove, which help to keep athletes dry, and regulate the wearer’s body temperature.

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