24 May. 2010
ADIDAS TO RELEASE SPORT DRINKAdidas is planning a worldwide launch of an isotonic fitness drink in partnership with Coca-Cola. The drink is expected to be released under the Adidas brand name and is still in its testing phase, Chief Executive Officer Herbert Hainer told the German business magazine Capital. He also said that Adidas has new plans for growing the Reebok business, which has found a new identity and foothold in the fitness segment. As a first step, Reebok will strengthen partnerships with fitness studios and gyms and possibly open its own fitness studios. “Reebok has been the number one fitness brand for 25 years. That’s where we are focusing now,” said Hainer.
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