Reebok International Ltd.: Boks Ads campaign
Alan JoyceOverview
Generation Xers came of age in the 1990s with grunge music and alternative culture but without a taste for the sleek white sneakers that had made Reebok International Ltd. a household name. The 1980s had taken a toll on the company, and sneaker giant Nike loomed large in the number one industry slot as the new decade began. The larger company had the budget and worldwide brand recognition to keep doing what it did best—make athletic shoes. But Reebok had to pay closer attention to changes in the market, and it...