reebok international

Description Leading sport businesses are recognizing the potential for added value by developing a strategic alliance strategy that enables them to access new resources, share risk and tactically manage key alliances to gain competitive advantage. A version of this paper is published in: Hecox...

Another example of ambush marketing or aggressive promotion occurred at the 1992 Barcelona Olympic Games between two sports apparel manufacturers, Nike, Inc. (Nike) and Reebok International, Ltd. (Reebok). At the 1992 Olympic medal ceremonies, athletes wore jackets made by Reebok, an official...