While trying to gain a foothold in the athletic segment dominated by Nike, Reebok lost its unique position in the market. The brand's identity, previously strong in casual and aerobics footwear, became muddled. Customers who associated Reebok with a certain lifestyle and comfort found the new direction less appealing.

Failure to adapt to changing consumer preferences: One of the main reasons for Reebok's decline was its inability to keep up with changing consumer preferences. Consumers began to prefer more fashionable and lifestyle-oriented sneakers, while Reebok continued to focus on sports performance footwear.