When fashion- In the trendy SoHo district of New York, they usually wear Nike AirMax sneakers. Active used to carry Reebok, but now it is no longer carrying Reebok. \"[Reeboks are]a bit old-fashioned. \"I believe people don\'t wear them anymore,\" said snafu, Crystal store manager. This is not exactly what Reebok wants to hear. After years of decline in sales, profits and market share, 21-year- The footsteps of the old company have a new spring. Its stock reaches 52- Weekly high on September. Reebok has sponsored the CBS hit Survivor this year. At the Sydney Olympics, it was seen that its shoes were worn on 2,500 feet. Founder and on-Paul Firemanagain, off- Once again, chief executive, it\'s been a whole year. He updated the level of management, and just last month, he released a bold new series of footwear. \"My intention is to stand in front and lead again,\" said the 56-year-old fireman from his new headquarters in Canton, Massachusetts. But it may be too early to call this a comeback story. The $13. 7 billion the sports shoes industry is still under three Due to the excess of discount chains, the taste shifts to more interesting brands such as Skechers, as well as casual brown and black lace --ups. Reebok performs worse than most. Sales fell by 20% from $2 in 1997. 9 billion. Nike\'s $9 billion sales have fallen by only 2% since 1997 ( Although the fiscal year will end on May 31). Sporting Goods Intelligence says Reebok\'s market share is only 12%, but the company promises to take 25% in the next six years. Reebok\'s backlog in the North American shoe market is encouraging. The second quarter was 2%. Nike\'s fell 6%. The recent pick-up in profits is the result of a smarter distribution strategy. After years of selling goods at discount chains, Reebok once again showed off to mall retailers. Recently, the company received exclusive authorization from Footlocker to launch the redesigned outdoor basketball shoes Blacktop series. More strict control of inventory more than the second time Net income for the quarter was $10. 7 million, despite the decline in sales. Growth will be much harder than it seems. Reebok has to prove its funky, a feature that Nike has actually gone nowhere. In the 1990 Reebok, most people sit proudly in the second place. The shoes are conservative and even dirty. Last year, Adidas surpassed Reebok by 10 per cent, ranking second, which made it awkward. \"Retail and sales are our driving force. It brought us out of the creative pattern and brought us into the me- \"It\'s too mode,\" said the fireman. He had to convince the teenage boy to tie some Reebok shoes. They paid $ 60% for all the sneakers and they didn\'t buy Reebok. In a study of the coolest teen brands, Reebok did not even become a top brand According to the data of the youth research unlimited company, 25 lists. The study found that 54% of teenagers in sports shoes bought Nike in the past year, 45% of teenagers bought Adidas, but only 16% bought Reebok. Reebok\'s youth strategy is built around I3. Professional basketball player Alan Iverson has stylish shoes and costumes on his face. He is one of the professional basketball stars. Directional sneakers may not be the appeal they once had. \"There is a tendency to force the youth market back to its early days --1990s mode. I don\'t know if you can force fashion this way, \"said Brian Murphy, publisher of the sports industry daily trade newsletter. To impress adults, Reebok has revived its design team through Christopher Lee, a new creative director. K. Retailer Wade Smith His first move was to bring his team and their sketches to Barcelona and Vienna for inspiration. The result is the company\'s first uniform appearance for the 2001 series, known as DNA. The new shoes have curved ribs and textured fabrics, as well as trendy colors such as lemon grass, Orange and Silver. Led by a new costume designer Senior designer Angelo Astasio, born in Fila, Reebok\'s clothes look more stylish, including more tight, shiny shirts and sportswear. Reebok will also launch smart trains next year, a $250 wireless sensor technology that measures the distance, speed, burning calories of runners to transfer data to the watchlike device. But compared to Nike\'s technology, a calorie-calculated sneaker doesn\'t pile up too muchrelated gear. Selection of new Nike shoes-your- Their colorful skin is reminiscent of the popularity of Nokia phones and Swatch watches. In terms of clothing, Reebok, while adjusting hems and upgraded fabrics, Nike is adding sportswear slots to the headphone line and introducing a sports bra with a dedicated pocket for MP3 players. \"The next generation of products may even have your electronics built in,\" said Nike spokesman Robert Mitchell . \". Reebok is increasing advertising spending to promote new brands, but only 15% of advertising spending. According to research from the competitive media, Nike\'s sales so far this year are seven times higher than Nike\'s. Reebok said it plans to close the gap by nearly doubling advertising spending to $0. 196 billion in 2001. The return of firefighters may not be entirely good. When Reebok failed in the 1980 s, he took several vacations to nurture his other investments, such as the heart care company, Abiomed- A golf course company, equipment manufacturer and advanced travel player development company. Six senior officials under firefighters resigned. The most recent one was President Carl Janowski, who left to run the Palm company. December 1999. Firefighters and his wife, Felice, still own a 21% stake in the company, are he prepared to delegate without micromanagement? \"It\'s not the same title as Paul used to be,\" said Angel Martinez, chief marketing officer. Veteran Reebok. The comeback of Reebok depends on the progress of many things. \"It will take one or five years for us. Things can change so quickly, \"said firefighters. But all those fickle young buyers were blocking his way and they were just waiting to get his shoes out of the island to vote.