Matt O'Toole

This page is completely dedicated to what Matt O'Toole has to say. All of Matt O'Toole’s quotes are organized here by date and topic. The most recent quote attributed to Matt O'Toole came from an article called 'We are not really interested in designing for couch potatoes': “I think if we look back at that period in the Nineties, it was primarily an arms race with Nike.”.

Matt O'Toole quotes

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There is this group of consumers in their twenties and thirties. They are just out of university. There are only three things which are important to them: their new career, their family and their fitness activity. A lot of people have coined the term 'athleisure'. While they are making products which look athletic, we are making a product that works.

Reebok is not really interested in providing designer leisurewear for couch potatoes. We don't want to create a generation of New England Patriots fans who aren't active.

This began the fitness revolution of the Eighties and Reebok was at the centre of it. The company's growth from a couple of million dollar company to a two billion dollar company was really born out of its focus on fitness shoes, which no other company had really thought of. By the end of the Nineties even though Reebok had acquired a lot of sports bona fides, Nike was a much bigger brand and was able to compete much more effectively in terms of sports marketing contracts. There are a lot of people for whom fitness is part of their life.

That would be the exact opposite of what happened if you joined a big gym – you sign up and put your credit card down. The last thing they want you to do is show up.

I think if we look back at that period in the Nineties, it was primarily an arms race with Nike.

With the benefit of hindsight, any time you change your strategy to try to be more like your competition, you lose a bit of yourself.

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