From a story in The Patriot Ledger:
"All of our research tells us it (cycling) continues to grow in terms of participation,'' said John Frascotti, Reebok's senior vice president of licensing.
Will they succeed? Here's what Trek's Zapata Espinoza had to say:
"We wish them success, but we're not too worried about them right now, we've seen plenty of people come into the market and go away.''
And Megan Tompkins of BRaIN chimes in:
"I could see them doing well with a Reebok-branded line in sporting goods stores. That would be a better distribution channel than the specialty market, as it would probably reach an audience that already buys Reebok in other categories.''
The big question is will they go to the mass merchants, sporting goods stores, or to real bike shops.
Whatever happens, it's another sign that the sport of cycling is alive and well in the U.S. Having a company like Reebok committ to the bike biz is like seeing a Starbucks pop up in your neighborhood. You have to know that they did some research before jumping in. Guess we'll know more come Interbike.