Reebok – Was This the Most Expensive Bad Bargain From adidas?

The original goal of taking US giant Nike out of the race was clearly missed. adidas and the team responsible have now decided to sell their subsidiary Reebok. The US brand Reebok no longer achieves “profitable growth”, thus the brand with the Three Stripes is now separating from Reebok.

In 2019, Reebok grew by only two percent. This is clearly too weak for Herzogenaurach-based brand adidas. The accounts look very bad as well. At the end of last year, the brand was still listed at 842 million euros.

How long was Reebok part of adidas?

In 2006, its predecessor Herbert Hainer bought the Reebok brand for 3.1 billion euros. But it seems to be very difficult to compete with the bigger rival Nike. That is why Kasper Rorsted has now deciding on the sale, which is expected to be completed in spring 2021.

Will Reebok now be bought by another company?

It appears that there are already interested parties for the acquisition of Reebok. The US clothing company VF Corp (Timberland, The North Face) and the Chinese company Anta Sports Products may be interested in acquiring Reebok. However, at this stage, the two companies have not yet confirmed their intention to acquire Reebok.