Why Reebok Lost by Phil Edwards

Reebok was the first brand I was really aware of because of their affiliation with Liverpool FC from the mid 90s to the mid 2000s. Their relationship only ended after Adidas bought them out and took over the relationship.

I wasn't a big sneaker head, or particular cool when it came to fashion, but that football affiliation meant they were the first brand I brought something from.

Around 2003-05 they also entered into partnership with Pharrell Williams to create the Ice Cream brand. They were premium and limited which made them valuable.

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