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Reebok working towards a "fresh start" in 2013

Football News 24/7
Adidas said on Thursday it was not giving up on its struggling Reebok brand after sales slumped 26 percent in the second quarter due to "commercial irregularities" at its Indian arm and the loss of a major American football contract.

The firm said Reebok would return to growth next year, helped by new product launches and a strategy to turn it into a brand focused solely on fitness products.

"What we were lacking in 2012 was new product initiatives. For smaller brands it's not easy these days, but we are convinced we are doing the right thing," he told journalists.

The group said it was working towards a "fresh start" in 2013 for Reebok India and had filed criminal charges against its former management there. Adidas said in April the reorganisation would cost up to 70 million euros and result in the closure of stores.

The brand was bought by Adidas in 2005, and its once prevalent position in English top flight football has been phased out. In recent times Liverpool, Bolton, Manchester City and West Ham all sported the Reebok brand, but apart from Bolton's stadium naming rights no team in the Premier League or Championship currently play in Reebok kit.


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