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Reebok Gears Up to Peddle Pedals

Sales & Trends

CANTON, US – After an encouraging 10-month trial in Britain, Reebok International Ltd. is gearing up to launch its first-ever bicycle line in the United States. The Canton-based sporting goods giant is negotiating with U.S. retailers for agreements to carry Reebok and RBK brand bikes within a year. ”All of our research tells us it […]

CANTON, US – After an encouraging 10-month trial in Britain, Reebok International Ltd. is gearing up to launch its first-ever bicycle line in the United States.
The Canton-based sporting goods giant is negotiating with U.S. retailers for agreements to carry Reebok and RBK brand bikes within a year.
”All of our research tells us it continues to grow in terms of participation,” said John Frascotti, Reebok’s senior vice president of licensing.

A National Sporting Goods Association survey said 40 million U.S. residents biked at least once in 2004, up 5 % from the previous year. But industry observers wonder whether Reebok can gain a strong foothold in a market where small independent retailers still control a significant part of the business.
Last year, Reebok signed an exclusive licensing agreement to sell bicycles at 160 JJB Sports stores, a British chain similar to The Sports Authority. The stores carry 30 Reebok models, from children’s bikes to mountain bikes and racing bikes. Prices range from $200 to $1,000, with top-of-the-line racing models selling for the equivalent of $3,000.

It’s the first foray into the bicycle market for sneaker manufacturer Reebok, which has diversified its products in recent years by adding such lines as licensed professional sports jerseys, as well as hockey apparel and equipment after acquiring The Hockey Co. of Montreal last year. (source: The Patriot Ledger)

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