Why Reebok lost

In 1987, they were actually winning. How did it happen? And what went wrong?
More info and sources at bottom.
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Let's get into it! These are all affiliate links - some of these books are available free at Archive.org or your library. I will admit that I had to buy the Joe Foster book cause there's no digital version.
My beloved shoe:
amzn.to/47QyiMi
Joe Foster's memoir, Shoemaker:
amzn.to/3RfSd1W
I don't know what my deal was, but I was oddly affected by this book. He makes it pretty personal for a CEO memoir, and the scene - Bury in the 50s and 60s - just has a ton more interesting historical texture than many other memoirs. There were some sad family moments, a lot of fighting, and some bittersweet triumphs. Crazy book.
Phil Knight's Shoe Dog:
amzn.to/3GekgIK
I didn't actually reread this fully for this vid - just skimmed and remembered it. As I was looking through it, Knight came off a bit more likeable than I remembered. But then again, the end of the book is all about the profound insights of "The Bucket List" movie so....I don't know. I think I know who I'm siding with in the sneaker wars.
Swoosh: The Unauthorized Story of Nike and the Men Who Played There
amzn.to/47prA06
I mainly mined this for aerobics/Reebok factoids. It did leave me with the impression that my take was correct though.
David Foster's blog:
fostersfamouss...
This blog confirmed my general affection for the Foster clan and helped me check some facts. Again, I have developed a bit of a parasocial relationship with the Fosters at this point and thus feel mega-guilty for saying Reebok was Paul Fireman's creation but...yeah. Anyway, fun blog - lots of pictures and stuff I didn't feel comfortable using in the video but you could check it out.
Harvard Business School Case Studies:
I needed hard facts and I found them in these case studies about Reebok and Nike, respectively. But dang, it cost money! I was a bit frustrated by that. But I think this video would have been way worse without money stats - too general and overreaching.
store.hbr.org/...
store.hbr.org/...
Newspapers - I just searched a ton of newspapers for Freestyle mentions. And ads mainly came from KZbin and eBay.
Oh, here's a profile of Angel Martinez. I was super lucky I found it because I said his name right in the video thanks to it. timesmachine.n...
I think that's it. Have a good one.

[@teamcoltra]

I begged my parents for the shoes with the pump. Then I got them and I think my little 10 year old brain immediately understood marketing gimmicks. I don't know though, seeing the old ads I feel like Reebok (v2) could make a great Gen Z brand if they leaned into being weird again.

[@SayAhh]

Also: Red Bull did not give me wingssssss.....

[@ladiorange]

I remember the pump clearly. I'm sure nike did it a few years later

[@maxmotors9497]

You are mistaken about the pump. It actually worked and was an improvement not a gimmick. You were just a 10 year old and not an athlete on the pinnacle of performance, so you wouldn’t have known the difference.

[@maxmotors9497]

@@ladiorangethey didn’t.

[@teamcoltra]

@@maxmotors9497 I was going to say that you don't know me or what my athletic prowess was... But I'm 33 and still don't have athletic prowess 😅

[@fgpsychology]

Hello Phil, I love your videos. I was a basketball player in the 90s and early 2000s, and one of my favorite shoes to wear on the court was Reebok Pumps. Its system worked well, keeping my feet in position without causing discomfort. No blisters, no toes crashing the fron of the shoes, because it was fit to the shape of my feet. It's interesting to note that the design was inspired by recovery boots or casts that could be adjusted as the swelling changed. Well used it was like to have (not exactly but somewhat close) custom made shoes. Consequently, I didn't have to opt for larger sizes or resort to wearing double socks with ankle tape underneath. Maybe it was considered a gimmick for the casual user, but not so much for someone who played and trained for hours every day. For me, it made a significant difference in performance and comfort on the court. While other shoes prioritized cushioning systems, Reebok's ERS and Hexalite weren't the absolute best (they were just meh ok), but they effectively kept my foot in place, even during abrupt changes of direction and hard breaks. The shoe wasn't perfect or that refined, but it wasn't all gimmicky .

[@PhilEdwardsInc]

yeah i was very surprised they made such inroads in the nba. pretty interesting

[@McP1mpin]

​@@PhilEdwardsIncif you didn't know this then you never owned a pair of pumps. People associate them with the 'gimmick' of being able to jump higher but they were never marketed that way. They got that reputation through jokes in pop culture like White Men Can't Jump.

[@kthendrix8]

Just as a history lesson, the guy running in the NIKE commercial was Walt Stack. He did run everyday along the San Francisco Marina and was a really, really nice guy who always had a smile on his face.

[@kit888]

I remember reading that the wrinkles were a production mistake and they spent a lot of effort getting rid of them. Then they found the wrinkles were popular and they put the wrinkles back.

[@PhilEdwardsInc]

Yeah in one thing I read, apparently Angel Martinez was like, "No, it gives it character. Women will love it!"

[@SayAhh]

Is it like how ppl immediately fold/roll the bill/lid on a brand-new baseball cap?

[@PhilEdwardsInc]

these were sort of built in imperfections due to a new, significantly softer leather they were using.@@SayAhh

[@Case16710]

I remember this too

[@economicprisoner]

@@SayAhh No: baseball caps a have the bill made flat for shipping. You bend the bill to keep the sun out of your eyes.

[@mr.bennett108]

Reebok has always been an interesting counter-brand. I'd always positioned Nike against Adidas, I never even thought they existed in the same market! My dad grew up a cross-country runner and always preferred Reebok in the late 60's. Looking back, some of those high-tops were pretty fly tho

[@QuestionMan]

I remember the heartbreak of scuffing my new pair of Reeboks in junior high. It was my first time buying white shoe polish because the shoes NEEDED to be pristine as much as they NEEDED to be Reeboks. I guess I can be grateful that I leaned so much into being such a tool in middle school that I was over it by the time I reached high school. No more fads for me (except maybe those cut-up jeans 🙄).

[@fabiandimaspratama]

I own Reebok Club C 85. It feels and looks great for most situations. I hope for Reebok's rise in the future, their shoes are so underrated.

[@slack3021]

The vintage and the club c 85s are amazing.always preferred em especially over sambas

[@SmartDave60]

Graduated high school in ‘87. Definitely a big part of my high school years.

[@chuppl]

always can count on phil to find an interesting story about something right in front of our eyes

[@BOABModels]

Excellently researched as always. It's a real shame that Reebok were one of the major British sports brands and are now basically just a nane. The same thing happened to another brand from the north west of England, Umbro, when they were bought out and then sold on by Nike. By the way, Bury is pronounced 'Berry' - British place names, eh?

[@PhilEdwardsInc]

i swear i looked this up! multiple places led me astray...accented apologies

[@Hessic]

@@PhilEdwardsInc It depends on the accent, it's definitely not a clear cut thing. I say 'burry' and seems from a quick search people in Bury itself seem to say 'burry'.

[@realtalk6195]

@@Hessic The correct pronunciation is whatever the actual inhabitants primarily say. Everything else is irrelevant.

[@BOABModels]

@@realtalk6195 absolutely. I was going off this video about Bury Football Club where everyone pronounced it 'Berry' kzbin.info/www/bejne/pXPPd2VqjMukgtksi=a9xyuV4bZlDJEJHp

[@christopherjohnrudma]

I live there, and it's fairly 50/50 bury/berry. Personally I say Bury

[@xliquidflames]

I had knockoff pumps when I was a kid and I was really jealous of my cousin because he had legit Insta Pumps, the ones that came with a CO2 cartridge... device?.. that filled the shoe instantly. I don't remember what brand those were but I think they were late 80s/early 90s Reeboks.

[@presto_horsie]

the club c is a very legit reebok model, also im pretty sure theyre still making them in the same factories as with adidas. im honestly really happy about the direction abg is taking reebok in - im glad they retroed a bunch of pump models and not just relied super heavily on the instapump like adidas. plus i think the quality to price ratio is one of the best in the industry right now. its a pretty good time to be a sneakerhead - they gotta just properly retro dmx and hexalite shoe lines

[@roxyamused]

I think they lost the design game in the 90's. Like the pump shoe was totally popular but it was a product of its time. Their shoes did not have a lasting design. Aerobics in the 80's was the 2000's Tai Bo and the 2010's Zumba, not that people don't do them, they just don't have a history like running ffs. As you said, they were a trend shoe and they lost the thread while Jordan's, docs, skater brands, Converse, Adidas, Fila, Puma all started eating up all the "trendy" young set. Which was the era I was apart of as an aging millennial who doesn't really want to relive the 80's, though I am wearing a bat winged Angora sweater that's totally 80's, but I diversify my vintage as I've always done. Vintage is often better made and just as expensive as a less well made new item. Also, fashion has cycles.

[@I_like_YT_lots]

I think also in the late 90s early 2000s "low" shoes were more fashionable (I am not referring to the US)., where Reebok was too invested in high top Pumps. Also Hexalite was not exactly "cool" vs Air Max where it was more visible when worn.

[@MattCampbellca]

Phil, you are a master of your craft. Love these short docs. Cheers from Canada 🇨🇦

[@PhilEdwardsInc]

cheers from usa!

[@BadgerOfTheSea]

In the UK Reebok was big in the Rugby market. They made Rugby boots and and the jerseys worn by the national teams. Nike's UK branch pretty much ignored Rugby until about ten years ago and instead went all out into football (soccer) when a lot of other companies were hesitant due to the hooligan culture. This resulted in when the shift happened in the 90s and 00s where football stars became celebrities off the field too (think David Beckham modeling for aftershave ads) it was Nike that they were wearing not Reebok. Then UnderArmour came along and took over the Rugby Market overnight around 2005 and that was that.

[@dodaexploda]

Fantastic as always. I think you need to do another one on the pump shoe alone. That's what killed Rebook for me, and I'm guessing I'm not alone. Every kid that had them and the bladders breaking left a bad taste in our mouths, and our soles uncomfortable. It was a good way to disappoint customers.

[@PhilEdwardsInc]

this is not a bad idea.

[@dodaexploda]

@@PhilEdwardsInc huzzah!!

[@rook1196]

The 1st basketball hitops (from aliens in 1986) were crazy popular, good shoes and almost 1/2 the price of Jordans. The pump just seemed like a gimmick, sure it sold well and they had Shaq. However Shaq appealed to the under 16 crowd and made the brand seem kiddie.

[@MYSQUEEGEE101]

The adidas acquisition really did Reebok no favors. They put them on a shelf and kinda forgot about them. There were some cool collaborations like the ZX/instapump fury mashup, but nothing super special. Now that they have some room to breathe after being sold, there’s some real momentum from Reebok nowadays. Hopefully they make a bigger comeback with more considered products and collabs like the LQQK studio or Eames pair from a year or two ago.

[@PhilEdwardsInc]

dang an eames collaboration is pretty sweet

[@NachoAverageFinds]

Hey Phil, this is an amazing video. Great job! Just discovered this channel.

[@PhilEdwardsInc]

means a lot from a true sneakerhead - thanks!

[@ewhiteside]

I Was born in 2000 and never remember Rebooks growing up. I’m in the UK too! However now they’re very popular and fashionable too. My rebook club revenge are the most comfortable shoe I own. Destroyed by pair with yellow and red stripes on but hoping they’ll re-do those soon! New subscriber to your channel - great content!

[@kaitlyn__L]

Fascinating - 95 for me and Reeboks were still The thing over and above Nike in school from 00-05. Guess trends do come and go pretty quickly :)

[@mclarkerules]

Long time watcher, first time commenter. Wonderful video as ever Phil - I really enjoy your videos and its an instaclick whenever they pop up. Keep up the amazing work!

[@PhilEdwardsInc]

thank ya!

[@RasheedKhan-he6xx]

In 1985 my dad went on a trip to America and brought me back a pair of pure white, soft leather, outstandingly eyecatching sneakers with a Union Jack logo and a name neither I nor anyone at school had ever heard of. And we lived in England at the time. They became an immediate sensation at school. The minimalist colour scheme violently broke with the riot of colour that was the 80s plus of course I was the only kid that had them so it was super exclusive. They were a B%*7CH to keep clean and the creamy soft leather threatened to scuff if you looked at it too harshly. I loved them and Reebok has had a warm spot in my heart ever since. The advertising slogan I remember is not UBU but the one seen in your video at 9:40 "Because Life Is Not A Spectator Sport"

[@PhilEdwardsInc]

ha thanks for that anecdote

[@PhilEdwardsInc]

mine are also proving quite hard to clean btw

[@iainronald4217]

My brother in Christ, my feet are US-16.5 4E, or 16.5 quadruple wide, finding shoes is a 6-8 month process that costs $325 CAD, and, my feet have been oversized since I was 12. If these brands wanted me to Just Do It, or U.B.U, they'd go into bigger or awkward shoe sizes. That's why I end up infinitely loyal to New Balance, they took the market no one else wanted.

[@PhilEdwardsInc]

dang I support your devotion!

[@ryanortega1511]

Haha, Bigfoot! But yeah, I understand the struggle.

[@ElectariumTunic]

2:16 - A fell (as in fellrunning) is a hilly or mountainous area commonly found in northern Britain and Scandinavia. It can be compared with term alpine. Alpine mostly only refer to mountains in central Europe, as you seldom talk about the alpine parts of Peru. So, in the same way, the fells are in northern Scandinavia and Britain.

[@ryanortega1511]

Maybe that's why Reebok spelled it as "Fjellrunners".

[@robinmichel9048]

I think also you can't discount the impact of the 80s rap and street wear trend that made Adidas mainstream. Perhaps Reebok didn't chase that trend hard enough.

[@PhilEdwardsInc]

Yeah I got the impression that approach wasn't on their radar at all.

[@realtalk6195]

@@PhilEdwardsInc They had Shaq as one of their endorsers.

[@hazelXin223]

When i was a kid my dad was quizzing me on spelling. “Spell cat!” He said. “C-A-T!” “Spell dog!” “D-O-G!” “Spell shoe!” I looked down at my shoes and said, “R-E-E-B-O-K!” Now where’s my commercial?

[@SmoothbassmanStudios]

The pumps were not a gimmick. They actually worked. I had a pair growing up and they were the best fitting shoes I ever wore on the court. You should do a video on the pumps!

[@WalterBurton]

Cool open. Especially the tune. Groovy. Plus, just to nerd-out for a second, the leveling. Sound leveling is one of those things people don't appreciate because all they know is they didn't get an unintended jump-scare in the middle of the video, but they never think to wonder why. lol

[@jordanmcgrory2171]

Can we talk about how the hell a sports film about the shoe executives got made? The FIFA movie was at least 90% funded by FIFA as propaganda, but two separate brands you've covered recently (McDonalds and Nike) both had promotional biographical movies made about them by creative teams who freely chose the subject. The Ferrari bio-pic too is another example of these weird films celebrating businessmen as though they are the heroes of our society. Has the constant dealing with business people and the money guys finally given Hollywood creatives a kind of Stockholm syndrome?

[@PhilEdwardsInc]

Haha yeah I actually saw that movie in theaters (very rare for me for time reasons). It was...OK? I dunno, it was a pretty crazy movie that it got made. I felt like they made it with the idea of promoting their new Artists Equity company but the plot got away from them.

[@fishflake1209]

You should find Elliot Roberts’ video on the trend of “brand biopics” that he made a few months ago.

[@ryanortega1511]

Hollywood is, for the most part, a business. Of course they had to engage in navel gazing at some point.

[@gustavohernandeza.890]

Also, I think Reebok did a mistake in quickly dropping Garth Algar as its spokesperson right after Wayne's World

[@PhilEdwardsInc]

so true. kzbin.info/www/bejne/gZulZ6Vjfal3f5I

[@ryanortega1511]

Yeah, I mean, the ridiculousness did fit the brand.

[@andrehinds568]

I was in a mall in Springfield, Mo. in the 1980s and heard a woman complaining, “My kid insists on buying re-boxed shoes. I don’t know what re-boxed shoes are.“

[@Tom-ev4rg]

The one thing Nike did very well during the 80s and 90s (and still does) is getting endorsement deals with high-profile athletes. For example, their first endorsement deal with Michael Jordan (as an NBA rookie) was in 1984. They launched their "Air Jordan" shoe in 1985, which I hear has done okay in the marketplace.

[@wilsonli5642]

Yeah, I was kinda surprised that a video about the sneakers market in the 1980's didn't mention Jordan once!

[@kelvarnsen]

The Jordan thing was huge. And on top of that they got Spike Lee to co-star in and direct commercials for Air Jordans. I am not sure I can imagine an equivalent director doing something like that today.

[@willyonamountain]

As a kid who grew up in the 90s, I'll tell you the "secret"- Nike had Jordan. And that's a wrap. With the exception of the first year Shaq pumps, ALL of the most desirable sneakers were the Jordan line.

[@CrocodileWhispers]

Some of the best work on KZbin. Always appreciate your videos

[@PhilEdwardsInc]

thank ya

[@beezany]

I was a Reebok fan for a long time, partly because their brief period of market dominance happened when I was in high school, but mostly because their shoes were better ventilated than anybody else. For a long time, I wore Reeboks very similar to the replica model shown in the video, but with canvas uppers instead of leather.

[@Zeyev]

Years ago, I was in a meeting in which Regional Bell Operating Companies (RBOCs) were mentioned often. That acronym is pronounced as "ar box" but one of the higher-ups kept saying "ree box." The person next to me and I were silently convulsing in laughter. But we did not ask him if he was talking about animals or shoes instead of telecommunications companies. We were bad children. BTW, I'm guessing that all of the Europeans have commented that we Usonians do not know how to say "Adidas" correctly. I say it the same way as you and we're both wrong. Alas.

[@PhilEdwardsInc]

haha not too bad on the adidas front (but definitely some). i try to stick to my RBOCs.

[@bilboswaggings]

This made me think of that famous "Are those rebook or nike" radio call

[@violetto3219]

i am so heartbroken he didnt find some way to shoehorn it in there

[@PhilEdwardsInc]

My real frustration was not being able to include this commercial. kzbin.info/www/bejne/nJ6ZhpuDgKtrerc

[@gherkling]

good shout! kzbin.info/www/bejne/eIKXlGhqp6h9lc0

[@jay-by1se]

as a runner, the idea of wearing a Nike shoe mount is ridiculous. They don’t even make running shoes anymore. They make weird trendy shoes that will mess your knees, and feet up.

[@micklovn13]

Rebook had really cool basketball shoes in the 90s

[@MichaelMarquez-m3b]

I remember it being a big deal at the time that Cybill Shepherd wore Reeboks to an awards show because she said women’s high heels were uncomfortable. As a guy I was completely oblivious to the fact that women often wore uncomfortable shoes.

[@PhilEdwardsInc]

the coverage made it seem like the breakout moment of the whole year.

[@theaudreycoley]

Phil, I love your videos! Since the holidays are here I think you’re the perfect person to tell us who Randolph is and why he’s not so far behind.

[@PhilEdwardsInc]

haha i just looked this up, i would love to trace reindeer name canon

[@narrator-timothymckean]

Don’t forget the Reebok Blacktops. In high school playground basketball would tear up a pair of $70 Nikes in a month or so. But the Blacktops were designed for outdoor ball and made of heavier rubber. I grew out of them, rather than wore them out.

[@SudaNIm103]

OMG I’ve been thinking about the yellow high tops from the opening scene of Jumpin’ Jack Flash the entire time! One of my all time favorite feel-good nostalgia movies! 😂

[@evo8nut]

Ive been buying Reebok Classics since the 90s, had a few ither brands, but the Reebok Classics keep me coming back to em, even though, only prob i got is they feel cheaper made than they used too

[@bisarothub1644]

loved the rebook pump. i begged my parents that time but its expensive for us during that time. if only rebook persistent on pump, it could've been my shoes through the decades. it was recently resurrected but its hard to find it on stores nowadays, resellers resold it for higher price in my location.

[@ReyDereli]

I grew up in Turkey and when I was watching the video, I was surprised the comparison between Reebok and Nike. As being around Europe, we had different comparison. At least in 90s Nike and Adidas were like Pepsi and Coca Cola. Puma, Umbro, Diadora, Fila, Ellesse, Lotto, Le Coq Sportif, Converse or Vans etc. were more suitable for comparison against Reebok. Beside Nike and Adidas, all the other brands' shoe prices were matching their quality. I think they lost, because they couldn't came up with a popular model. The closest one was the pump shoes. Even though they were comfortable, they weren't long lasting. I think 80s, most brands tried new things and 90s they perfected them. I'm talking about the all big corporations. If you look closely, you will notice. They need to adjust their formulas to profit more. Of course, everything has get smarter, faster, stronger after 90s too, but you'll see that planned obsolescence still stays since then. Hence, Reebok not having enough memorable popular models made them pushed out of the competition.

[@BenjamintheTortoise]

Ahhh, I loved my double strap reeboks back in the day!! 😊

[@harenterberge2632]

The whole brand craze has always puzzled me. I found my the last pair of running shoes that I bought very ugly, (which seemed to insult the salesperson personally), but they were good to run with, and after a few rounds through the field the original screamy colors are covered anyhow.

[@tecpaocelotl]

A few things are missing. Onitsuka Tigers is where Nike Cortez was influenced. Google Tiger Corsair, just so you know what I'm talking about. Ironically, they were influenced by Panam Tennis shoes, a Mexican brand.

[@PhilEdwardsInc]

yes, knight gets into that a lot in shoe dog

[@labattomy]

A other quality video, thanks! I bought my first pair of Reeboks long after the fad had worn off. I was amazed how soft/comfortable they were. Then, a few months later they were almost completely disintegrated! I also had a pair of Nikes with waffle tread that I ran with for years and except for worn treads, they were still intact. I wonder if the fact that Reeboks did not last very long had something to do with the decline?

[@PhilEdwardsInc]

they actually noticed it at both reebok and nike. i think both were quoted as believing it just sold more shoes! i also don't know how long that strategy works...

[@pickledpigeon2418]

Good vid but its pronounced 'Berry' not 'Bury'. Yes it makes no sense, welcome to England.

[@PhilEdwardsInc]

I really did make an effort but was apparently led astray. english.stackexchange.com/questions/380013/bury-vs-berry-the-proper-pronunciation-edition apologies.

[@JJadx]

as someone who's seen a lot of reeboks. choosing a tiny dumb cute deer... lol.

[@Daniel-df7fz]

Lol in the UK we say "Berry" not "Bury" despite the spelling. For example you dont "Bury your dead" you "berry your dead".

[@friendslovecars]

I’ve got two pairs of Reeboks from their Jurassic Park collaboration. I love them dearly - especially my pumps 👌👌

[@symptomofsouls]

My friends dad used to work for Reebok (not sure what his position was tho) but my friends family were given a bunch of free Reebok shoes by the company. I had a pair of the Zig Slashes and honestly they were really comfortable. But not durable at all. Still kinda wish they would retro them because I would pick up a pair just to have. Zigtechs were massively popular when I was in middle school, which was completely out of nowhere.

[@akpost8780]

Skipping ahead a “little bit”? While glossing over Onitsuka and Phil Knight’s total appropriation of their technology, design, and marketing? The Tiger was the model. Say it: Phil Knight stole everything from a superior Japanese company. A humbling reality that shows itself in many “American” success stories.

[@brianjoachim8442]

I'd like to see a video on this like Adidas why are Adidas losing versus Nike

[@KamauThuo]

I was not prepared for "It means running while English" 🤣2:16

[@PhilEdwardsInc]

seems true

[@distantcomets]

@PhilEdwards - Interesting take on the aerobics and fashion shoe movements of the 80's but, as you point out at the end, I don't see how you can tell this story without talking about the advent of the Air Jordan, at least in passing. Really this whole topic could take over your life if you let it and be a series: Air Jordans, Adidas Superstar, celebrity shoe endorsements and so on. It's a rich topic, and come to think about it, I haven't seen this discussed (but I also haven't been looking for it, so don't go by me.)

[@PhilEdwardsInc]

no that totally makes sense. i also started feeling like i underrated the pump. i guess my only defense would be that the air jordan flowed from a more fundamental nike character displayed in the 70s. but i hear ya. and i would love to dig into adidas...a very complicated place!

[@DanielsimsSteiner]

This is super well done. 👏🏼

[@acortez1192]

Glad you made this video. Hooked on the Classic Nylon and LX2200. Also classic logo over the triangle any day.

[@miloplacas]

The Reebok pump that my football teCher was using in 2003 looked sick ! Always wanted to try it out

[@RyanBalmesYT]

The 90s Reebok basketball shoes are still head turners on and off the court.

[@ChrisinOSMS]

I bought a pair of black Reeboks for my first job at a grocery store in 1987, they were $35.00 when minimum wage was $3.15. They lasted 3-weeks of use before the upper separated from the sole catastrophically. Since this was 3-days wages after taxes, it was the last pair I bought. I moved on to ASICS cross-trainers, Bo knows.

[@stoneyrules]

Reebok lost It's creative sight as well. There's a reason these 80s-90s silhouettes are performing better now than their sales In the 2000s: They're objectively better, In terms of looks, feel, and design. Avia and Pony made the same mistake. Nike got creative, they invested In the company, and that's why they're on top, Like Adidas and Puma

[@benjrickard]

Reebok was the official shoe for CrossFit for a while before the brands had a dust up. They still make very popular shoes for functional fitness and also power lifting.

[@sweettorello]

I always thought reebok made cooler shoes as a kid in the 00's Edit: it's great to see you agree Phil!

[@BenCaesar]

Even tho I knew most of the info in this video I really enjoyed it😂 few additional points: - Adidas didn't have much desire to grow Reebok at all - Reebok pump, and Shaq collabs were actually fire in the streets. - Reebok bombed their MMA side quest and turned that market against them - they branded to fit in the cross-fit space which kind of erased their street credibility. - Theyve had some for e - Shaq is now in management of the brand so things could look up.

[@Umski]

Strange, I never even knew Reebok had died in the 2000s - at school in the UK it was always a Reebok vs Nike play off and a mate had The Pump while I lusted after a pair of Nike Air but they were too £££ for me - as a result I’ve stuck to Nike and didn’t realise Reebok’s demise 😮

[@WalterBurton]

Huh. That did not go where I expected it to. Well-done! 👍👍👍

[@TheTrashStash]

I remember reeboks being pretty popular until the early 2000s, they were popular with the hip hop crowd, but I think Nike Air Force 1’s blew up around then and everyone had to have those. They were in all the music videos and even Nelly had the song about them. Reeboks became more obscure and fell behind Nikes and adidas. Same thing happened to fila and k-Swiss. I still wear reeboks all the time though, even the 30 dollar club C’s are a lot more comfortable than most 100 dollar Nikes and even adidas. The club c Reeboks are kinda making a comeback though, I noticed they’re going up in price and see more young people wearing them lately

[@kerobop]

reebok (and filas) are the short king's savior in shoe heightening technology

[@jenniferbates2811]

I'm a Gen Xer, and I've always preferred Reebok over Nike. I graduated high school in 1995 and I had the double tounge Reeboks! Also me and my family loved to dance and my brother's and cousins used to be professional break dancers and we all wore Reeboks.

[@PhilEdwardsInc]

wow i consider a breakdancing endorsement pretty highly

[@jenniferbates2811]

@@PhilEdwardsInc Exactly, the same functionality for aerobics is important for break dancers as well.

[@Lastman737]

There are three different Reebok brands. A triangle logo at Walmart, the Crossed stripes at other stores and the union jack at other stores. Which is which and why do they have so many logos?

[@PhilEdwardsInc]

as far as i can tell they're all just authentic brands selling to different markets. kinda trashy if you ask me

[@fishflake1209]

The Union Jack logo is used on vintage shoe lines, which are marketed more as streetwear than athletic gear. Adidas does the same thing: Sambas and Stan Smiths are sold with the trifoil logo, while contemporary sport shoes have the three-stripe logo.

[@AlphaGeekgirl]

I still have my original Reeboks from 1988. They haven’t fallen to pieces yet.

[@Webchen]

@PhilEdwardsInc I love your videos! In context to this video, have you considered to dig into the topic why so many retro stuff is combing back now? Is that "normal"? I am talking about, retro 90s shoes, crop tops, baggy pants or a huge number of music remixes.

[@PhilEdwardsInc]

that's a good question! my first instinct is millennials are in power now but i wonder what other reasons there are...

[@Webchen]

@@PhilEdwardsInc I am 35 now and remember my parents always also talked about all the things they already had in their youth which were coming back in my teenager years. So, perhaps this is a "normal cycle" 🤷 Ps: I also own 3 pairs of Rebook Club C 85, as I love their classic retro style!

[@aviphysics]

I really liked my Reebok Pumps in the 90's. They were a very comfortable shoe.

[@jimbeam275]

Original Reebok Pumps were the coolest shit in the world back then, never got me a pair 😔

[@atomicsmith]

I feel like you left out the part where Nike signs Michael Jordan, and bulls one of the biggest consumer product R&D departments on earth. That’s when they really started to pull away from the rest of the shoe market. It’s also why 90% of the retro shoe market is dominated by Nike. They cranked out design classics while all the others chased trends.

[@PhilEdwardsInc]

i think that's the whole last three minutes of the video! but that's fair regardless

[@bluetoes591]

My mom had a couple pairs of the high top step aerobics Reeboks in the late 80s. I thought they were cool then as an 8 year old, still do now.

[@willscottytv]

Bury is actually pronounced "berry", but don't worry about it too much, as even we Mancunians disagree on it 😂. But it is "berry".

[@PhilEdwardsInc]

thank you for some redemption! i did try to research it...

[@michaelhiggins9188]

"Berry" is pronounced differently in all parts of England than the American pronunciation. As an American, you aren't obliged to pronounce English towns with an English accent. British make no effort whatsoever to pronounce American cities in the way the locals do. British even have their unique pronunciations of Los Angeles and New Orleans.@@PhilEdwardsInc

[@ChristianJiang]

I love my Club C 85s though, and they seem to be very popular… Amazing silhouette, and unparalleled comfort

[@TheJosefin123456]

it says the Fjellrunner for Fjellrunners. , Fjell means mountain in several scandinavian languages , Fell means rocky ridge in english , they promotes shoes that can grip well .

[@fishflake1209]

Many people most strongly associate Reebok with their connection with ‘90s-2000s NBA stars like Shaquille O’Neal and Allen Iverson: prior to the sale to Authenic Brands, a group led by rapper-cum-frequent NBA training camp invitee Master P tried to purchase Reebok from Adidas, in what was billed as establishing the first black-owned sports brand.

[@abrahamperezaceves83]

I’m 24 and I love my Reebok Exo Fit high tops, they are in white leather but I love the look and feel it gives, so comfortable and stable.

[@_Piers_]

Bolton's football (soccer) team's stadium was sponsored and named Reebok Stadium for several years. The team has failed so badly it's now named after a local plastic sheet manurfacturer -Toughsheet Community Stadium. Toughsheet.

[@alimfuzzy]

When I was in high school, everyone wanted the pumps. The only others shoe that came close was the air Jordan's... but if you wore Jordans you were going to get robbed, or worse.

[@Ice_Karma]

1:25 Both British places named "Bury" rhyme with "berry", like "bury the dead", according to my copy of the _BBC Pronouncing Dictionary of British Names._ ♥

[@PhilEdwardsInc]

i will consult this next time instead of the internet!

[@brun4775]

I’ve no idea where the second Bury is, but some locals in or around the Lancashire town pronounce it Burry or Burreh. Everyone else says Berry though.

[@ExposedRoot]

At 18 years old I taught aerobics in New York City in the mid '80s and I don't think you guys really even understand the magnitude of the freestyle.. And then the freestyle high top!! We were teaching on cement floors with thin carpeting and dying from shin splints.. these didn't help 100%, but going from literally kids to Reebok freestyles was insane.. In New York City Reebok was literally giving them away to us instructors!!! They started in white but when the colors hit holy crap.. The letter was soft and supple and even just thinking about it now it was a great sneaker. And an amazing aerobic sneaker feeling a gap when there was none.

[@kp2718]

So what was the answer as to why it lost?

[@biyahpictures]

Did New Balance break off from that US based Reebok? That shared location just stuck out to me.

[@I_like_YT_lots]

As a sneaker head, my take on Reebok is very simple. They hit their apex mountain with Pump, period. Reebok for the last few decades had failed to exploit pump as a design where they can then further pivot to other designs. The high top market was down after late 90s due to the trend of low shoes (where Airmax came in). The rest of world of (although thanks to Jordan) only interested in high tops if you like/follow basketball where mainly most people (outside the states) would wear low shoes as "casual" wear. The partership with Shaq was great, but he's not Kobe so Reebok has "lost" the basketball market after that. Their R&D was very poor as Hexalite was not exactly "visible" when worn Vs Air Max. Given that, Reebok has "lost" their edge on design where IMHO haven't really got a lot of iconic design beside Pump Fury as their last hurrah. Also blessed them in trying to relaunch Pump around a decade ago, but it wasn't marketed properly where it was actually too exclusive with limited pairs per country (colourway was based on country) where IMHO, is a bit dumb when you try to create a hype that existed over a decade ago and you suddenly bringing back non iconic design to make it exclusive, e.g is not exactly Jordan 1s, if it was the grail double pump is a different story.

[@dyscotopia]

I have a number of shoes but I almost exclusively wear my "Reeboks" because I have bad knees and I can walk or dance forever in them. They're lightweight, breathable, have interesting detailing, and have great springy support.. Will require replacing soon as they're getting pretty beat up

[@pauljakeman]

Yeah, Bury and La are very very different for sure! Lucky for Reebok that they got something out for Aerobics and beat Nike to the punch. But I think just trying to chase the next big thing was their downfall. Shame that it was sold off and I guess no longer British. Yet another company that we lost from here. Great video again Phil! Would be good seeing you do a deep dive on the pump shoe! That’d be interesting.

[@ljphoenix4341]

Great learning about the history of Reebok. Knew of the brand, didn't know anything about their success/failure.

[@Agentunderfire]

When I think of Reebok all I remember is Reebok pumps, Shaq attaq, Shaqnosis, the question 1’s, the answers 1-5.

[@iggytse]

I remember Reebok in the Aliens 2 movie. It was a big deal but the brand was popular before that. I had a pair of high tops and also tennis shoes. Then the brand went into obscurity and if I think of it now it is only associated with CrossFit.

[@Sashko_Dee]

Reebok are one of the few brands that has a decent selection of clown shoes in my size. The fact that I can get them for like 30 USD on sale just makes it all the more better. I really don't understand the Nike hype.

[@PhilEdwardsInc]

please elaborate!!

[@grimcity]

"Did I just become a Linked In post?" lmaooooooooooo

[@RyanG-ks9ev]

I really wanted Reebok Pumps as a kid. I got a pair when I was maybe 9 or 10. We returned them to the store a little over a week later as they were falling apart. I wore Nike the rest of my childhood.

[@PhilEdwardsInc]

sympathies

[@joshuaychung]

Reebok pump was great when we were kids. I'm not sure if they did anything, but we always pumped those before we played or started running around.