REEBOK LAUNCHES WEB SITE FOR U.S. HISPANIC MARKET

“Within a month of striking a deal last year with Mexican soccer team Chivas to launch an official product line in Mexico backed by an ad campaign there, Reebok started getting calls from U.S. Hispanics asking where they could buy the Chivas soccer jerseys.

“We said, ‘Let’s bring the products to the U.S. and do a campaign,’” said Jorge Dionne, Reebok’s marketing director for Latin America and, since the end of last year, U.S. Hispanic.”

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