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HISTORY Founded by Joseph William Foster, in 1895 in Holcombe Brook, a small village 6 miles north east of Bolton, United Kingdom Foster was making a living producing regular running shoes when he came up with the idea to create a novelty spiked running shoe. After his ideas progressed he joined with his sons, and founded a shoe company named J.W Foster and Sons in 1895 In 1958, two of the founder s grandsons Joe and Jeff Foster renamed the company Reebok in the United Kingdom, having found the name in a dictionary won in a race by Joe Foster as a boy
HISTORY The name comes from the Afrikaans spelling of Rhebok, a type of African antelope or gazelle. In 1979, Paul Fireman, US Sporting goods distributor, saw a pair of Reeboks at an international trades show and negotiated to sell them in North America In 2005, it became Reebok International Limited, a subsidiary of the German company Adidas, it is a producer of athletic shoes, apparel and accessories Paul Fireman
HISTORY Footwear Reebok factories in 14 countries (as of May 2007) based in Asia, primarily in China (51%), Indonesia (21%), Vietnam (17%), and Thailand (7%). Production is consolidated, with 88% of Reebok footwear manufactured in 11 factories, employing over 75,000 Apparel Reebok factories in 45 countries the process of purchasing products from suppliers is organized by region. Most (52%) of Reebok s apparel sold in the United States is produced in Asia, with the rest coming from countries in the Caribbean, North America, Africa and the Middle East. Apparel sold in Europe is typically sourced from Asia and Europe/ apparel sold in the Asia Pacific region is typically produced by Asianbased manufacturers.
HISTORY Reebok has sponsored many Athletes, Sports Clubs & celebrities: Formula One Racer Lewis Hamilton Basketball Player Allen Iverson; Yao Ming Hockey Player Sidney Crosby Tennis Player Amelie Mauresmo; Nicole Vaidisova; Shahar Pe er Boxer Amir Khan Football Player Chad Ochocinco; Thierry Henry; Vince Young; Iker Casillas; Ryan Giggs; Andry Chachenko
HISTORY Rapper Jay-Z- became the 1st nonathlete to get a signature shoe from Reebok. The S. Carter Collection by Rbk was launched on Nov. 21, 2003 and the S. Carter sneaker became the fastestselling shoe in the company s history Rapper 50 Cent release a line of G-Unit sneakers Artists Nelly and Miri Ben-Ari have become spokespersons for the company Scarlett Johansson introduced her own line of apparel and footwear called Scarlett Hears, an Rbk Lifestyle Collection
HISTORY Reebok produce shoes for Emporio Armani under the label EA7. These shoes are marketed to the high-end fashion market Reebok has exclusive rights to manufacture and market both authentic and replica uniform jerseys, sideline apparel and caps and onfield football footwear of the teams of the National Football League (NFL) from 2002-2012 Reebok has rights to produce the on-ice EDGE Uniform system, performance apparel and training footwear of the National Hockey League (NHL) since 2006 They are also the official shoe supplier to Major League Baseball (MBL)
HISTORY Product lines : Reebok surged in popularity in 1982 after the introduction of the Freestyle athletic shoe, which was specifically designed for women and came out when the aerobics fitness craze started. It was also popular on the streets as casual wear because of its comfort and styling (Freestyle became an icon of the 1980s fashion scene with hi-top versions-including two-velcro straps at the top). Reebok continues to produce the Freestyle to this day, as it is popular with cheerleading, aerobic dancing, the gym and other consumers. EX-O-Fit athletic shoe for men, similar to the Freestyle, it came in low-top and hi-top versions; with only one strap. One the designers of this early footwear was the founder s son, David Foster
The Language of Shoes Collar Collar Lining Tongue Eyestay Upper Vamp Heel Counter Tip Midsole Quarter Outsole
The Language of Shoes Lateral Side Insole Medial Side
Compare a Car to a Shoes Outsole Midsole Upper Insole
Outsole Traction Durability Variety of Patterns for Sport Specific Needs
Outsole like tires of a car, is the part of the shoe that comes into contact with the ground. It is the 1st layer that has to face the natural wear-and-tear that occurs with normal use. The outsole pattern on shoes determines the degree of traction needed for optimal performance in that particular activity. Different sports require different movements. The outsole pattern is custom-designed to suit the needs of the athlete, as well as the different conditions that may affect them as well. The outsole material on shoes is designed to be durable enough to withstand the demands of a specific sport
Outsole Materials 1 - Carbon Rubber (BRS 1000) o Synthetic rubber + carbon = extremely durable outsole o Black carbon doesn t fully bond with the rubber, so it can leave marks on surfaces like a gymnasium (indoor court) floor. o Used for running shoes, BRS 1000 is standard running shoe outsole
2 - Solid Rubber Outsole Materials o The most common material used for Nike shoes o Synthetic rubber + natural rubber o Will not mark the gymnasium/indoor surfaces o Not as durable as DRC on rough, outdoor surfaces o Mainly used for basketball and cross-training shoes
3 - Gum Rubber Outsole Materials o Natural rubber + synthetic rubber o Appears as a tan, amber-yellow outsole o Soft and provides excellent traction on indoor surfaces o Not as durable on outdoor surfaces o Mainly used for indoor court shoes, such as volleyball shoes and indoor football/soccer shoes
4 - High-Abrasion Rubber Outsole Materials o Strong abrasion & Synthetic Rubber o New compound (poly-isoprene & ethylene derivatives) o Offer good bonding strength, blooming and tear strength o Press works possible
OUTSOLE FEATURES o Traction/grip o Durability o First level of cushioning o Custom-designed for specific terrain
OUTSOLE of ZIGTECH TECHNOLOGY When Reebok introduced the Zig concept in 2010, the company developed the concept that it would feel like an energy drink for your feet. ZigTech was designed to conserve and return energy to the athlete for a soft, cushioned ride. Reebok developed three types of Zig outsoles to cater to the needs of different terrains.
OUTSOLE of ZIGTECH TECHNOLOGY ZigTech This outsole was engineered for everyday running and training. It was the most versatile platform of the line with its original-height Zig tooling for maximum energy return.
OUTSOLE of ZIGTECH TECHNOLOGY ZigNano Built for racers and with lowprofile tooling for a lightweight ride, a polyurethane foam insert in the forefoot improved cushioning at toe-off. An articulated Pebax dispersion plate on lateral crash zone made for a smooth transition.
OUTSOLE of ZIGTECH TECHNOLOGY ZigTrail This outsole was geared for trail running and outdoor excursions. A carbon rubber outsole with active traction lugs aided traction and durability. A stabilizer and impact dispersion plate offered support, while a flared heel midsole enhanced stability on rough terrain.
Midsole Most Important Part of Shoe Stability Shock Absorption / Cushioning First Part to Break Down
Midsole like the suspension system of a car, is the most important part of the shoe. Its cushioning features absorb the forces incurred during an activity, keeping the athletes safe from joint injury.
Midsole Materials 1 - Ethylene Vinyl Acetate - EVA o soft, light, flexible o The least expensive midsole material o Often used in entry-level shoes o Once compacted, it does not return to its original shape and no longer provides cushioning o Used to be state-of-the-art, but is no longer used
2 - Polyurethane - PU Midsole Materials o The most dense, durable and stable midsole material o Provides maximum impact protection o The heaviest midsole material, but also the most durable o Smooth, rubbery feel and tendency to turn yellow with age
Uppers Stability Secures Foot On Top of Footbed Breathability Support
Uppers like the body of a car, acts as a protective shell to keep rain, wind, dirt, and rocks from getting in your way. It has the ability to withstand abrasion (rubbing or scraping away). It secures your foot over the midsole. And it provides breathability so that even though your body temperature rises, your feet are adequately ventilated and you can continue performing at your best.
Uppers Materials Leather Synthetic Leather Mesh
Uppers Materials 1 - Leather o durable, comfortable, supportive and breathable o Form-fitting, will stretch overtime o Identified by a grainy appearance and a rough edge that is left (after having been cut) o Commonly associated with quality
2 - Synthetic Leather Uppers Materials o Stronger lighter in weight, more durable than natural leather o Does not stretch over time o Identified by a consistent grain pattern and a sharp, clean edge that is left (after having been cut) o More expensive than natural leather
Uppers Materials 3 - Mesh o Lightweight, breathable o Nylon or polyester fibers o Either knit or woven into a variety of patterns o Its open structure has large or small holes that allow the free movement of air through the material o Predominantly used in running shoes for its excellent breathability
Uppers Features Lacing System Thermal Plastic Vinyl Resin (TPRV) Zip and Velvet Closures
1 Lacing System Uppers Features specialized lacing systems may be incorporated to provide a better fit, as well as providing an easier and faster lace-up of the shoe.
Uppers Features 2 Thermal Plastic Vinyl Resin - TPRV Used as a structural element Provides lightweight support and stability Durable, flexible Commonly used to reinforce the toe of the shoe Incorporated within the shoe s upper to increase durability and stability
3 Zip and Velvet Closures Uppers Features can be used alone or over traditional shoelaces Provides protection from debris Provides a more snug fit.
REEBOK TECHNOLOGY EasyTone KineticFit HexRide SmoothFit - Xstatic - DMX Foam - DMX Shear - DMX Max Hexalite - 3D Ultralite PlayDry PlayShield PlayWarm
Reebok Technology EasyTone has built-in balance pods, featuring Moving Air Technology, transfer air in response to your stride and create micro-instability with every step. KineticFit provides a fit system that accommodates the changes in size and shape of an athlete s foot as it moves. From impact through toe-off, the foot can change up to half of a shoe size. KineticFit construction makes use of a series of engineered stretch panels positioned in key areas of the shoe. These panels allow the shoe to respond and move naturally with the foot.
Reebok Technology HexRide a cushioning technology, was created to provide the athlete with a cushioned, lightweight ride. The midsole of a HexRide shoe is cored out into a pattern of hexagonal recesses. The air inside the hexagonal shapes is sealed in with an impact resistant polymer film to create a lightweight yet very cushioned ride. SmoothFit is an upper technology that provides the ultimate in comfortable fit. The construction of SmoothFit is designed from the inside out. All seams are either eliminated or sealed both inside and outside the upper. The goal is to create a fit with minimal potential irritation inside a light, flexible, streamlined aesthetic upper.
Reebok Technology XStatic is a heat-regulating thermodynamic silver meets an EPA-registered antimicrobial. Together they create an anti-odor, anti-sweat and anticold fabric so powerful, it's performance stays true over time. XStatic silver embedded fibers react to the body's temperature, keeping you cool when it's hot and warm when it's cold. Add a powerful antimicrobial to repel odor, into Reebok's signature SmoothFit Premier Running tech tops and suddenly, anything else is just plain old clothing.
Reebok Technology DMX Foam is a proprietary foam formulation that delivers a cushioned ride in a longer lasting, more lively feeling system. DMX Foam is typically more consistent and longer lasting than standard midsole formulations. DMX Shear is a cushioning component that works to slow down and distribute the stress at heel strike. On impact, DMX Shear allows the foot to continue forward while slowing the heel of the shoe. The slowing of the heel enables force to be distributed both vertically and horizontally creating less stress on the foot. DMX Max is a hollow two-pod cushioning system made for the walker seeking the maximum amount of DMX cushioning. Air trapped inside DMX Max travels back and forth under the foot in concert with each walker s individual stride. This moving cushion of air delivers sensational cushioning and comfort.
Reebok Technology Hexalite is a lightweight, honeycomb-shaped cushioning material that provides enhanced shock absorption in areas of peak pressure. The Hexalite technology is 4 times more durable than EVA foam and absorbs up to 23% more energy than the equivalent amount of EVA Foam. Tough urethane film combined with the structural integrity of the honeycomb linkage make it one of the most durable cushioning systems used in footwear. 3D Ultralite is a proprietary foam material engineered to be lightweight, with extra durability and responsiveness. As a result, shoes made with 3D Ultralite are 10-20% lighter than shoes made with conventional construction. The proprietary blend of materials in 3D Ultralite includes EVA, rubber and other compounds. The mix of these materials can be varied to meet the specific needs of different activities. The process of creating 3D Ultralite is based on injectionmolding, which creates more uniform, more consistent sole units.
Reebok Technology PlayDry is a moisture management system that helps keep you cooler, dryer and more comfortable. This base layer moves moisture, accelerates evaporation, increases ventilation and reduces abrasion without trapping the body s thermal energy. PlayDry is available in a variety of apparel and footwear offerings. Playshield is an outer layer that acts as the final shield against the elements. Breathable linings, friction reducing fabrics, strategic venting and ergonomic construction integrate to maximize the athletic performance in the most inclement weather. PlayWarm is a cover layer that creates dead air space to slow the body s thermal energy loss, while assisting in the dispersion of moisture initiated by the PlayDry base layer.
Ways on how to ensure fit is to EXAMINE THE CUSTOMER'S OLD SHOES: Check: = > wear lines = > shape = > sweat lines on insole
Kinds of Foot Neutral/Normal Foot Flat Foot High Arch Foot
Kinds of Foot Neutral / Normal Foot Known as efficient foot Characterized by a stable arch that properly support the motion of the foot through the entire stride When we walk, our foot has a natural tendency to roll inward (called pronation), so that the force of impact is distributed evenly throughout the entire foot You can wear practically any running shoe.
Kinds of Foot Flat Foot Known as flexible foot Occurs because the arch of the foot is too weak, causing the foot to roll inward too much (called over-pronation) Prolonged over-pronation can put additional stress on your ankles, knees, hips and back You need running shoes with strong stability features in order to support your weak arch
Kinds of Foot High Arch Foot known as rigid foot The arch of the foot is too strong, causing the foot to deflect off the arch as you walk (called supination, or under pronation) The foot cannot then properly complete the pronation process (see neutral foot) Prolonged supination results in a loss of natural shock absorption You need shoes with lots of cushioning
LAST AS SHAPE Stability Cushioning Motion Control
Stability Blend of cushioning, medial support (to limit excessive inward rolling of the foot, which can cause injury) and durability Often have a medial post or dual-density midsole - these are features that provide a firmer density under the inner edge of your foot Usually built on a semi-curved last
Cushioning Softest midsoles and the least added stability Usually built on a semi-curved or curved last to encourage foot motion, which is helpful for runners who have rigid, immobile feet ('underpronators')
Motion Control Designed to slow down or limit extreme inward rolling of the foot and ankle, which can cause injury (this excessive rolling is called 'overpronation') May include features such as a medial post (a firmer section under the inner edge of your foot, for pronation control); a polyurethane midsole (for midsole durability) and a carbon rubber outsole (for outsole durability) Built on a straight last, which offers stability and maximum support on the inner side of your foot
LAST AS SHAPE Semi-curved Last Straight Last Curved Last Women s Specific Last
LASTS Mean shapes of footwear They are: Shaped in different ways to accommodate activity-specific demands. Dictating the fit, or how the shoe feels on the foot. Different Designs on the same LAST can fit differently. (design also plays an important part ) there are two meanings for the term last in the world of the athletic footwear. 1. last as shape 2. last as construction
LAST AS SHAPE Semi-Curved Last For individuals with natural feet Most runners fall in this category Most of Nike s footwear is made with this last Meets the flexibility and support needs of the majority of runners
LAST AS SHAPE for individuals with a flat foot or mild flat foot Provides a stiffer, more stable platform for the foot The extra motion control comes at the expense of flexibility but its is needed with this particular foot type
LAST AS SHAPE Curved Last for individuals with a high arch People with this foot type mainly contact the ground with their heel and forefoot Since their foot is considered rigid, this type of last provides a more flexible platform
LAST AS SHAPE Women s Specific Last For women Because women s feet have a narrower heel and a wider toe-box Only found in shoes with the Designed and Engineered For Women logo
Gait Cycle
Gait Cycle the rhythmic alternating movements of the 2 lower extremities which result in the forward movement of the body. Simply stated, it is the manner in which we walk Stance Phase Contact Mid Stance Propulsion Swing Phase Initial Swing Mid Swing Terminal Swing
Gait Cycle
Gait Cycle Swing Phase When the foot pushes off the ground with toe off and the foot moves higher to the back. The foot moves high off the ground from back to front side of your body preparing to land again. When heel makes contact with the ground as you attempt to move forward
Pronation
Pronation The inward rolling of the foot during normal motion and occurs as the outer edge of the heel strikes the ground and the foot rolls inward and flattens out. A moderate amount of pronation is required for the foot to function properly.
Neutral Stability Shoe Supinator Cushioned Shoe Pronator Control Shoe
SPORT-SPECIFIC SHOES Why sport-specific is the best? Benefits of sport-specific Why running shoes only for running? Tips of fitting athletic shoes
SPORT-SPECIFIC SHOES Why is sport-specific best? Shoes are mainly intended for one particular activity The outsole, midsole and upper are specially and specifically created for optimal performance and safety Cross-trainers are average shoes for a number of different activities, but they are not the best for any one particular sport
SPORT-SPECIFIC SHOES The benefits of sport-specific shoes: Optimizes performance and decreases the risk of injury Prolongs the life of the shoe Provides the user with greater satisfaction Decreases the chance that customers will come back with defectives, since they ll be happier because the shoe is performing well for them in that particular activity
SPORT-SPECIFIC SHOES Why running shoes are only meant for running: Running shoes are designed for one particular purpose forward motion They do not have side-to-side stability for those activities that require lateral movement (which mean they are not suitable for any sport/activity apart from running and walking) Can lead to serious injury if used for other activities
Tips For Fitting An Athletic Shoe: 1. Recommend that they buy their shoes late in the day (late afternoon, early evening) 2. Provide athletic socks for them to test the shoes 3. Measure both feet for length, arch length and width 4. Find out the type of activity and frequency of activity 5. Get them to try on different pairs of shoes (both sides) 6. There should be a thumb s width from the end of the longest toe to the end of the shoe 7. They should be able to freely wiggle all their toes inside the shoe while standing 8. There should be a firm grip on the heel 9. Make sure they are not on carpet when teasing the shoes 10. Get them to mimic the same activities that they will be engaging in 11. The shoes should feel immediately comfortable
CUSTOMER SERVICE
GET FIT Selling Greet the Customer Evaluate their Needs Take them to Fit Print / Total Solution Presentation Finalize the Sale Introduce additional Items Thank the Customer
Answering the Phone Thank you for calling Reebok (location), This is (name), how may I help you?
FREQUENT BUYER PROGRAM (FBP) DISCOUNT POLICY OF NIKE After the customer purchases 5 pairs of shoes (Footwear Only), the 6 th pair is 50 % off the average of the previous 5 pairs purchased. there s no expiry date This program doesn t cover discounted items or other offers. it builds customer loyalty since you have to purchase 5 pairs prior to discount. 5 4 3 2 1
Service Standards Our customer Build rapport Establish customer needs Match Needs with benefits Include additional items Manage Concerns Exceed expectations BE NICE! Our Store First impressions Overall standards 76
Build rapport Use a great target statement 77
Build rapport Compliment: That top looks great on you. Your shoes are really cute. Store Tour: Have you shopped here before? Let me show you around! Our ladies section is downstairs Conversational: It s a great day for shopping. Looks like you have been in several stores already! Merchandise: We just received this new merchandise. It s really exciting. Our X are on promotion right now. 78
Build rapport Read the customers signals Re-approach within a reasonable timeframe Use one of the 3 approaches when re-approaching Service Approach: Conversational Approach: Merchandise Approach: 79
Service Approach: Which size are you looking for? What specifically are you looking for today? Build rapport Conversational Approach: Where have you been shopping today? Great weather out there today! Merchandise Approach: These are our new footwear styles that just arrived yesterday. What s your size? This is a very comfortable walking shoe with a special story behind it. EVISU and PUMA have created these jeans in collaboration. Induction Presentation - Employee Guide 80
Establish Customer Needs Ask open-ended questions Principle: Open-ended questions = gain information from customer Why, what, who, when, where, how? Tell me about, Explain, Describe Listen actively Principles: Pay attention, process what the customer is saying Ask closed-ended questions Principle: Closed-ended questions = gain clarification for self (answered with yes or no) Have you, did you, were you, are you, could you, would you, should you? Paraphrase Principle: In customer s words So what you are saying is or So, just to clarify what you said you wanted is Pause Principles: Pause for 3-10 seconds. Don t speak over the customer Important when speaking with customers in a 2 nd language. 81
Match Needs with benefits Benefits answer the questions Who cares? So What? Always include a Description Features & Advantages Benefit use the bridging phrases, which means that and so. EX. This running shoe has a nylon mesh upper which means that it will provide breathability so your foot maintains a comfortable climate and you feel good during your run. This stylish Reebok t-shirt has a longer back hem which means that it stays in place and covers your lower back so you can sit down comfortably without exposing your bottom to the world Induction Presentation - Employee Guide 82
Match Needs with benefits List a mixture of Tangible and Intangible benefits. Tangible benefit One which is objective and can be quantified or measured Ex. Durable, comfortable, protective Intangible benefit. One which is subjective and difficult or impossible to measure Ex. Fashionable, makes you feel good, saves time Induction Presentation - Employee Guide 83
Escort the customer to the fitting room Help the customer at the fitting room Ex. Are the sizes that you have ok? Would you like me to bring anything else? Use alternative products if product requested is not in stock Ex. That style is only available at selected stores, what about this one from the same range? Use positive reinforcement. That looks really good on you. This is a very popular item. Be honest with customers 84
Include additional items to increase sales To assist in completing an outfit, use the rule of TABS. This helps you keep TABS on your customer. T Top A Accessories B Bottoms S Socks and Shoes Use a phrase to bridge: this positions you as the advisor not the sales person Ex. Many customers also buy You may also want to consider... With the additional items please include a Feature with an Advantage and a Benefit, which match needs. This differentiates between SELLING and HELPING Ex. Here is a vest to go over the golf shirt which means that you will have extra warmth, so you can play early on Saturday mornings Include related and non-related items Related - Things that naturally go together: shoes and socks. Non-Related - An item such as accessories, watches, and glasses. 85
Manage Concerns Always ask for status (sound, look, think, feel) How does that sound?, How does that look?, What do you think? How do you feel about that? Acknowledge concerns Principle: Concerns are a way of customers telling you they are interested. Having concerns shows that the customer cares and they want you to help them. It sounds like you are a little concerned about I can see that you have some worries about Ask open-ended questions to understand all/new concerns Overcome concerns by including a Feature with an Advantage and a Benefit, which match needs. 86
Exceed expectations Walk your customer to the cash desk Use the customer s name Focus on the customer Reinforce the customer s decision congratulate them on their purchase Ex. I know you are going to enjoy wearing those! That top is a really great color for you! Handle credit cards with respect Say Thank You Walk purchase out to the customer Make it personal by referring to something you have learned during the interaction Ex. Come back and tell me how your trip went! Have a great time on your vacation in 87
EXCELLENT SERVICE + LOUSY PRODUCT = BAD SALE LOUSY SERVICE + EXCELLENT PRODUCT = BAD SALE EXCELLENT SERVICE + EXCELLENT PRODUCT = EXCELLENT SALE
ALWAYS REMEMBER: THAT A CUSTOMER NEVER FORGETS A BAD SALE, HE MAY NOT COME BACK AND THAT WILL BE YOUR LAST SALE.
Thank you