Rebook turns to star rapper to survive

(MENAFN) Reebok International Ltd., the American athletic footwear and Apparel Company, saw its sales pale in comparison to sneaker giant Nike, which is the top apparel retailer in the country.

In accordance, just over ten years ago, the Massachusetts-based firm held 8 percent of its market, and as of last month, it held only 2 percent, which clearly hints at its ongoing declining status.

One way Reebok is changing the way people think about the brand is by uniting with a star rapper, and this tactic has been fruitful for Adidas and Puma, with Kanye West and Rihanna, respectively.

The star rapper is Kendrick Lamar, and Reebok has been affiliating with him since late 2014, and most recently, he's been promoting a Reebok's classic leather gum shoes, as evidenced by Reebok's Instagram posts.