Reebok International tapped a former top Sony executive to help the athletic shoemaker revive its namesake brand and stock price. Carl Yankowski, 50, was named president and chief executive of the Reebok brand, responsible for overseeing licensing, sales, sports, marketing and advertising, as well as development of shoes and clothing. Yankowski, who resigned in January as president and chief operating officer of Sony Electronics Inc., a Sony Corp. unit, replaced Robert Meers. Reebok has been criticized for not defining its brand with a clear advertising message such as Nike Inc.'s famous “Just Do It.” Yankowski was responsible for Sony’s strategy for integrating audio, video, communications and computer-based technologies, Reebok said. Shares of Stoughton, Mass.-based Reebok fell 50 cents to close at $16.31 on the NYSE.
Former Sony Exec to Head Reebok Brand