Reebok Prez Takes Casual Strides

STOUGHTON, MA- Is Boks on the way back? Shortly after accepting the position of president and CEO of Reebok International Ltd., Carl Yankowski, who replaces outgoing president Bob Meers this month, indicated he would like to see Reebok reenter the casual footwear arena.
"Casual shoes, I see something as a paradigm to Rockport. Something one notch down from the Rockport consumer is something that we need to look at," said Yankowski, 50, the former president and COO of Sony Electronics America, who comes to Reebok with a high-powered marketing resume. "It could be done through another brand, but there is a casual movement that should be leveraged, it's the growth side of the business."
Before tackling that issue, however, Yankowski said Reebok must first address its marketing message, which he called the "greatest challenge" facing the company. He noted that Reebok has been reacting to companies like Nike rather than forging ahead with its own agenda.
Yankowski also said Reebok has leading product and must find a way to differentiate that product, at retail as well as in its marketing. Reebok apparel, he said, suffers in being "me-to" product.
During his four year stint at Sony, Yankowski is credited with leading that company from $6 billion to $10 billion in sales. Prior to that he worked on a number of consumer marketing campaigns, including the Pepsi Challenge, and Memorex's, "Is it Live or is it Memorex." Those who knew him at Sony told SGB he was also "approachable."
Many industry observers, however, wonder if Yankowski will be given free reign from chairman Paul Fireman to run the company. But while Fireman was very involved in running the company under the Bob Meers administration, Yankowski said he will use Fireman differently. "I want to use him where it makes sense, at the same time, I've got to make the right decision on how we move forward," Yankowski told SGB.
Analysts and shareholders, meanwhile, have applauded Reebok's hire. Richard Konrad, of Lincluden Management, Ltd. said it is a positive that Reebok ventured outside the athletic industry to find a president. "Maybe what they need is some fresh thinking and new marketing approaches and it looks like that's what this guy can offer." (Footwear)