TEAM PLAYER; EXCLUSIVE DEALS WITH THE NBA AND NFL ARE PUMPING UP APPAREL SALES AND INCREASING BRAND VISIBILITY.

Footwear News, October, 2004 by Carofano, Jennifer

Byline: Jennifer Carofano

Talk about a power play.

In recent years, Reebok has become the official apparel supplier to the National Football League and the National Basketball Association -- a feat that has never been accomplished in the athletic industry.

"Other brands don't have those credentials, and now we have to communicate those credentials and service the athletes and fans and the people who are associated with the games, and put out great product," said David Baxter, SVP, Reebok International and president of Reebok apparel.

Reebok's rise to licensing powerhouse began in late 2000 when it entered a far-reaching association with the NFL. The 10-year deal began with the 2002 season, giving Reebok exclusive rights to...