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But attitude won't be enough to down Nike. Fireman's longtime rival Phil Knight still sits atop a company that commands a market share more than triple Reebok's. And his troops declare that they turned down deals with the NFL and NBA because the licensing business has never been--and never will be--profitable. Instead, Nike's path to the future has shifted from building brand awareness (it hardly needs that now) to gaining a stronger foothold in growth markets like soccer and golf. Adam Helfant, Nike's global sports marketing director, estimates that $50 million in annual revenues will probably come from Reebok's NBA deal--not worth Nike's energy: "That's two months' worth of Jordan business for us."
Reebok's big-league deals will really start paying off in three years through a heightened profile among youth, about the time that Michael Jordan will have to hang up his high-tops for good. "You don't get cool by writing checks," says Fireman. The Reebok chief is counting on his big-league deals and projects like Diamond, a kind of high-end designer boutique within Reebok that aims to develop the trendsetting sneakers and street fashion of tomorrow. This time around, Paul Fireman's state of rebellion may be here to stay for a while.