{"id":11300,"date":"2021-09-04T10:51:39","date_gmt":"2021-09-04T10:51:39","guid":{"rendered":"https:\/\/haberglobal.com.tr\/ekonomi\/80-lerde-zirvede-olan-unlu-marka-reebok-a-ne-oldu-130525"},"modified":"2021-09-04T10:51:39","modified_gmt":"2021-09-04T10:51:39","slug":"bir-satisin-hikayesi-80lerde-zirvede-olan-reeboka-ne-oldu","status":"publish","type":"post","link":"https:\/\/istanbulchannel.net\/index.php\/2021\/09\/04\/bir-satisin-hikayesi-80lerde-zirvede-olan-reeboka-ne-oldu\/","title":{"rendered":"Bir sat\u0131\u015f\u0131n hikayesi&#8230; 80&#8217;lerde zirvede olan Reebok&#8217;a ne oldu?"},"content":{"rendered":"<div class=\"media_block\"><\/div>\n<p>80\u2019leri d\u00fc\u015f\u00fcn\u00fcn\u2026 G\u00f6z\u00fcn\u00fcz\u00fcn \u00f6n\u00fcnde y\u00fcksek sesli disko m\u00fczi\u011fi ile step yapan bir grup insan gelebilir. Bu insanlar\u0131n ayaklar\u0131nda ise muhtemelen d\u00f6nemin \u00fcnl\u00fc markalar\u0131nda Reebok\u2019\u0131n \u2018Freestyle\u2019 ismindeki aerobik ayakkab\u0131s\u0131 vard\u0131. 50\u2019li y\u0131llar\u0131n sonunda \u0130ngiltere\u2019de kurulan Reebok \u00fclke genelinde \u00fcnl\u00fc bir spor ayakkab\u0131 markas\u0131 iken 70\u2019li y\u0131llarda ABD\u2019ye a\u00e7\u0131lma karar\u0131 ald\u0131. Ba\u015flarda i\u015fler istendi\u011fi gibi gitmese de aerobik sporunun \u00fclke genelinde pop\u00fclerle\u015fmesinden sonra sat\u0131\u015flar\u0131 ald\u0131 y\u00fcr\u00fcd\u00fc. \u0130lerleyen y\u0131llarda marka i\u00e7in i\u015fler istendi\u011fi gibi gitmedi ve Alman spor ayakkab\u0131 devi Adidas taraf\u0131ndan sat\u0131n al\u0131nd\u0131lar.<\/p>\n<p><strong>K\u00c2R EDER HALE GELEMED\u0130<\/strong><\/p>\n<p>Adidas 2005 y\u0131l\u0131nda Reebok i\u00e7in 3.8 milyar dolar \u00f6dedi. Kimilerine g\u00f6re bu anla\u015fma \u2018hayatta bir kez\u2019olabilirdi. Yani Adidas \u015firketi o kadar ucuza kapatm\u0131\u015ft\u0131. Adidas markay\u0131 sat\u0131n ald\u0131ktan sonra ge\u00e7en 15 y\u0131l i\u00e7erisinde elinden geleni yapsa da \u015firketi k\u00e2r eder bir hale getiremedi. Reebok markas\u0131 \u00fcnl\u00fc isimlerle yan yana durdu\u011funda iyi verim al\u0131namad\u0131, crossfit sporu ile yan yana getirilmeye \u00e7al\u0131\u015f\u0131ld\u0131 ama i\u015fler planland\u0131\u011f\u0131 gibi gitmedi.<\/p>\n<p>Ge\u00e7en A\u011fustos ay\u0131nda Adidas\u2019\u0131n sabr\u0131 art\u0131k doldu ve ABD\u2019li Authentic Brands\u2019e marka 2.5 milyar dolar kar\u015f\u0131l\u0131\u011f\u0131nda sat\u0131ld\u0131. Adidas son y\u0131llarda en az\u0131ndan markan\u0131n zarar etmesini b\u00fct\u00e7e kesintileri ile engellemi\u015fti.<\/p>\n<p>Adidas, Reebok\u2019ta i\u015flerin istendi\u011fi gibi gitmedi\u011fini de m\u00fc\u015fterilerinden saklamad\u0131. 2016 y\u0131l\u0131nda CEO, \u201cMarkam\u0131z \u00fcr\u00fcnlerimizden daha g\u00fc\u00e7l\u00fc\u201d a\u00e7\u0131klamas\u0131n\u0131 yapacakt\u0131. 2018 y\u0131l\u0131nda Reebok uzun s\u00fcren zarar etme devrini kapatt\u0131 hatta y\u0131l\u0131 k\u00fc\u00e7\u00fck bir miktar k\u00e2r ile tamamlad\u0131. Reebok tam eski g\u00fcnlerini and\u0131r\u0131r bir hale gelecekti ki pandemi b\u00fct\u00fcn hesaplar\u0131 alt\u00fcst yorumlar\u0131 da yap\u0131l\u0131yor.<\/p>\n<p class=\"content-image\"><img decoding=\"async\" src=\"https:\/\/istanbulchannel.net\/wp-content\/uploads\/2021\/09\/bir-satisin-hikayesi-80lerde-zirvede-olan-reeboka-ne-oldu.jpg\" alt><em>Marka 80&#8217;li y\u0131llarda aerobik sporu ile anl\u0131yordu.<\/em><\/p>\n<p><strong>ADIDAS FARKLI B\u0130R KULVARA G\u0130RD\u0130<\/strong><\/p>\n<p>Firman\u0131n ABD\u2019de Kanye West ile anla\u015farak \u00e7\u0131kard\u0131\u011f\u0131 Yeezy koleksiyonu ve Beyonce ile yapt\u0131\u011f\u0131 ortakl\u0131klar yeterince para kazanmas\u0131n\u0131 sa\u011fl\u0131yordu. Reebok\u2019a art\u0131k gerek yoktu.<\/p>\n<p>Reebok 80\u2019lerde bir d\u00f6nem \u00f6yle iyi sat\u0131yordu ki pazar\u0131n do\u011fal hakimi Nike\u2019\u0131 bile g\u00f6lgede b\u0131rakt\u0131\u011f\u0131 olmu\u015ftu. 1988 y\u0131l\u0131nda Reekbok ABD\u2019de 1.8 milyar dolarl\u0131k sat\u0131\u015f yaparken Nike 1.2 milyar dolarda kalm\u0131\u015ft\u0131. (Reebok 2000-2004 aras\u0131 sadece 1 milyar dolarl\u0131k sat\u0131\u015f yapabildi.) Bu y\u0131llarda Nike, Michael Jordan gibi s\u00fcper starlar ile anla\u015fma yaparken Reebok da Pump markas\u0131 ile basketbol ayakkab\u0131s\u0131 yar\u0131\u015f\u0131na girdi ve Allen Iverson ve Shaquille O\u2019neal\u2019la s\u00f6zle\u015fmeler imzalad\u0131. 80\u2019lerin sonu \u00fcnl\u00fc isimler ile spor giyim markalar\u0131n\u0131 da bir araya getirmi\u015fti. DMX\u2019in My Adidas \u015fark\u0131s\u0131 \u00fczerine tahmin edilen marka grubun sponsoru olmu\u015ftu.<\/p>\n<p class=\"content-image\"><img decoding=\"async\" src=\"https:\/\/istanbulchannel.net\/wp-content\/uploads\/2021\/09\/bir-satisin-hikayesi-80lerde-zirvede-olan-reeboka-ne-oldu-1.jpg\" alt><em>Authentic Brands ayn\u0131 zamanda Reebok&#8217;\u0131n eskiden sponsoru oldu\u011fu Shaquille O&#8217;neal&#8217;\u0131n marka haklar\u0131n\u0131 elinde bulunduruyor.<\/em><\/p>\n<p><strong>JANE FONDA, SHAQ&#8230;<\/strong><\/p>\n<p>Perakende uzmanlar\u0131na g\u00f6re Reebok\u2019\u0131n ge\u00e7mi\u015fi yeniden aya\u011fa kald\u0131r\u0131labilece\u011fine i\u015faret. Jane Fonda\u2019n\u0131n aerobik ayakkab\u0131lar\u0131ndan Shaquille O\u2019Neal\u2019\u0131n siyah beyaz basketbol ayakkab\u0131lar\u0131na kadar firman\u0131n mazisinde pek \u00e7ok an\u0131 var. Ya\u015f\u0131 b\u00fcy\u00fck m\u00fc\u015fterilerin tekrar markay\u0131 tercih edebilmesi umuluyor. Markan\u0131n yeni sahibi Authentic\u2019in g\u00fcncel tasar\u0131mlara m\u0131 y\u00f6nelece\u011fi yoksa markan\u0131n miras\u0131ndan yeni bir bi\u00e7im mi yaratmaya \u00e7al\u0131\u015faca\u011f\u0131 hen\u00fcz net de\u011fil.<\/p>\n<p>50\u2019lerin sonunda Joe ve Jeff Foster karde\u015fler taraf\u0131ndan kurulan Reebok asl\u0131nda ilk etapta Adidas i\u00e7in iyi bir alternatif gibi g\u00f6z\u00fck\u00fcyordu \u00e7\u00fcnk\u00fc Adidas\u2019\u0131n farkl\u0131 markalar\u0131 tek \u00e7at\u0131 alt\u0131nda y\u00f6netmek gibi bir tecr\u00fcbesi de var. Marka Salomon ile outdoor ayakkab\u0131lar\u0131 i\u015findeyken TaylorMade ile de golf sekt\u00f6r\u00fcne y\u00f6nelik \u00e7al\u0131\u015f\u0131yor.<\/p>\n<p>Reebok\u2019un Authentic Brands\u2019a ge\u00e7mesinde Shaquille O\u2019neal\u2019\u0131n da b\u00fcy\u00fck rol\u00fc var. Firma eski sponsorunu sat\u0131n almalar\u0131 i\u00e7in Authentic\u2019e b\u00fcy\u00fck bask\u0131 yapm\u0131\u015f. Hatta O\u2019neal\u2019\u0131n Reebok\u2019\u0131n marka de\u011ferini \u2018anlamad\u0131klar\u0131\u2019 i\u00e7in Adidas y\u00f6netimine de k\u0131zg\u0131n oldu\u011fu biliniyor.<\/p>\n<p>2010 y\u0131l\u0131nda Reebok, Adidas\u2019\u0131n sat\u0131\u015flar\u0131n\u0131n y\u00fczde 18\u2019ini olu\u015ftururken 2020 y\u0131l\u0131nda bu rakam y\u00fczde 7\u2019ye inmi\u015fti.<\/p>\n<p><strong>-Yukar\u0131daki derlemede yer alan bilgilerin \u00f6nemli bir b\u00f6l\u00fcm\u00fc Bloomberg Businessweek&#8217;te Corinne Gretler ve Deirdre Hipwell imzas\u0131yla yay\u0131mlanan &#8216;Adidas Failed to Revive Reebok. Now Authentic Brands Will Try&#8217; isimli makaleden al\u0131nm\u0131\u015ft\u0131r<\/strong><\/p>\n<p><strong>Di\u011fer kaynaklar: Fortune, Yahoo, Quartz<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&lt;p&gt;80\u2019leri d\u00fc\u015f\u00fcn\u00fcn\u2026 G\u00f6z\u00fcn\u00fcz\u00fcn \u00f6n\u00fcnde y\u00fcksek sesli disko m\u00fczi\u011fi ile step yapan bir grup insan gelebilir. Bu insanlar\u0131n ayaklar\u0131nda ise muhtemelen d\u00f6nemin&#8230;<\/p>\n","protected":false},"author":2,"featured_media":11301,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[],"class_list":["post-11300","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ekonomi"],"_links":{"self":[{"href":"https:\/\/istanbulchannel.net\/index.php\/wp-json\/wp\/v2\/posts\/11300","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/istanbulchannel.net\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/istanbulchannel.net\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/istanbulchannel.net\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/istanbulchannel.net\/index.php\/wp-json\/wp\/v2\/comments?post=11300"}],"version-history":[{"count":0,"href":"https:\/\/istanbulchannel.net\/index.php\/wp-json\/wp\/v2\/posts\/11300\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/istanbulchannel.net\/index.php\/wp-json\/wp\/v2\/media\/11301"}],"wp:attachment":[{"href":"https:\/\/istanbulchannel.net\/index.php\/wp-json\/wp\/v2\/media?parent=11300"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/istanbulchannel.net\/index.php\/wp-json\/wp\/v2\/categories?post=11300"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/istanbulchannel.net\/index.php\/wp-json\/wp\/v2\/tags?post=11300"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}