Reebok

Sports goods company, founded in Britain as Mercury Sports Ltd, changing its name to Reebok in 1950. Having evolved to become a respected brand in the worldwide sporting goods industry, Reebok was acquired by rival firm Adidas in 2006.

The company grew swiftly in the 1980s, capitalizing on the growth of aerobics and the demand for shoes, and then increasingly aligned its brand during the 1990s with a select few of the world's most talented sports people. In 2000–01 the company forged an exclusive partnership to sell licensed merchandise with the US National Football League and a long-term strategic partnership with the US National Basketball Association. In 2002 Reebok launched Rbk, a collection of footwear and clothing inspired by street fashion. In 2004 the company began to produce hockey clothing and equipment following its acquisition of The Hockey Co. and a licensing agreement with the US National Hockey League. In 2005 it launched its largest global integrated marketing and advertising campaign using well-known celebrities.