Remember back in the day when Reebok were known for making monstrously ugly football jerseys for Liverpool and Bolton Wanderers? Their image couldn't have shifted any more dramatically as big deals with the UFC and Crossfit has seen the sportswear brand become the official supplier to two organisations that have very active and athletic fan bases.
The attitude towards Reebok has changed significantly in the last few years and a large part of that has to do with how they've aligned themselves to such booming sports. Reebok is now the brand of choice for the ultra-active Crossfit/UFC aficionado.
This article also estimates that 40% of Reebok's customers are women, so the recent partnership they entered into with Ronda Rousey couldn't have come at a better time.
Read the full article here.