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Adidas sells Reebok to Authentic Brands for $2.5 billion

Adidas is promoting Reebok to Authentic Brands Group for up to 2.1 billion euros ($2.5 billion) because the German sporting items company concentrates on its core model after a deal that didn’t ship.

Adidas purchased Reebok for $3.8 billion in 2006 to assist compete with arch-rival Nike, however its sluggish efficiency prompted repeated calls from buyers to promote the U.S. and Canada targeted model.

In the meantime, Adidas managed to eat into Nike’s dominance within the United States with its personal model, helped by partnership with celebrities like Kanye West, Beyonce and Pharrell Williams.

Reebok will maintain its headquarters in Boston and proceed operations in North and Latin America, Asia-Pacific, Europe and Russia, the U.S. model administration agency mentioned in an announcement, including it’ll work carefully with Adidas throughout the transition.

Over 11 years, ABG has amassed greater than 30 labels bought in some 6,000 shops. Its manufacturers embody attire chains Aéropostale and Forever21, in addition to and Sports Illustrated journal.

“We’ve had our sights set on Reebok for many years, and we’re excited to finally bring this iconic brand into the fold,” Jamie Salter, founder, chairman and CEO of ABG, mentioned.

Authentic Brands Group, led by Jamie Salter, is including Reebok to its secure of greater than 30 labels it’s bought over the past decade.
David McGlynn

“We are committed to preserving Reebok’s integrity, innovation, and values – including its presence in bricks and mortar,” he added.

Last month, ABG additionally filed for a U.S. preliminary public providing after a year of robust earnings progress.


After Kasper Rorsted took over as Adidas CEO in 2016, he launched a turnaround plan which helped Reebok return to profitability, however its efficiency continued to lag that of the core Adidas model and it was then hit by the COVID-19 pandemic.

Reebok’s backside line was boosted by collaborations with celebrities like rapper Cardi B.
Reebok/ MEGA

Adidas reported final week that Reebok’s first-half gross sales jumped to 823 million euros from 600 million a year in the past, and the model made a internet achieve of 68 million euros in contrast to a internet lack of 69 million within the first half of 2020.

Reebok’s recent collaborations with celebrities like Cardi B and a renewed concentrate on ladies’s attire have put it in a greater place, analysts say.

Adidas has already bought, for 400 million euros, the Rockport, CCM Hockey and Greg Norman manufacturers that have been a part of the unique Reebok buy.

Adidas purchased Reebok to assist it compete with rival Nike, however ultimately, partnerships with celebrities like Pharrell Williams proved to be a greater help.
Getty Images for Adidas

The German company mentioned in an announcement that the sale had no influence on its monetary outlook for the present year or for its targets set out within the five-year technique it introduced in March.

Adidas mentioned the vast majority of the two.1 billion euros could be paid in money on the closing of the transaction, anticipated within the first quarter of 2022, with the remaining comprised of a deferred and contingent consideration.

It mentioned it might share the vast majority of the money proceeds with its shareholders. ($1 = 0.8526 euros)