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Boston Globe Online,[link widoczny dla zalogowanych]
asketball star Allen Iverson may be the most effective jock pitchman since Michael Jordan - and Iverson is one of several reasons why Reebok is on the comeback trail,[link widoczny dla zalogowanych].
As a small man in a big man's game,[link widoczny dla zalogowanych], Iverson and his maverick lifestyle have won over the urban male teens who set trends in sneaker fashions.
Jordan, of course, sold sneakers for archrival Nike Inc. Stumbles by Nike and other sneaker companies have also helped Canton-based Reebok break out of its mid-1990s doldrums.
Reebok enjoyed another recent marketing coup: It was an early backer of the TV series ''Survivor,[link widoczny dla zalogowanych].''
Throw in an endorsement-contract extension with tennis star Venus Williams,[link widoczny dla zalogowanych], a deal with the National Football League,[link widoczny dla zalogowanych], and a new management team that Fireman brought in about two years ago, and the company has been generating plenty of positive buzz.
Buzz would mean little,[link widoczny dla zalogowanych], though, if Reebok didn't have a consistent marketing message and sneakers that blend fashion and performance. But so far,[link widoczny dla zalogowanych], so good. Profit in 2000 rose to $81 million from $11 million. On March 31,[link widoczny dla zalogowanych], Reebok's stock traded at $24.86 a share,[link widoczny dla zalogowanych], up 169 percent over 12 months.
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