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Sole Man: Fireman built Reebok into a behemoth with heart and humanity
Changing David Stern’s mind once the late NBA commissioner had set his course? It would be easier teaching an elephant to waltz. Yet that’s exactly what Reebok Chairman and CEO Paul Fireman did in 2001 in a deal that got his company NBA uniform rights for a decade. It had taken Reebok seven months to complete a new NFL deal model in 2000 that resulted in an unprecedented exclusive license across every team; the NBA called with interest the next day.
