Speculation that Adidas will sell Reebok has existed for some time. Now it is no longer speculation. In an official statement the sports giant announced that “as part of the development of its new five-year strategy, Adidas has begun to assess strategic alternatives for Reebok“.
According to the German company these strategic alternatives include both a potential sale of Reebok as well as Reebok remaining a part of the company. A final decision will be announced on March 10, 2021, when the company’s new strategy is officially presented.
Reebok sports- and fitness apparel
So Adidas remained patient. In an article of German newspaper Welt am Sonntag back in 2018, Adidas CEO Kasper Rorsted was quoted: “It was never my expectation that the situation could be turned around overnight,” he said. However, Rorsted continued, there was “a very clear, non-debatable plan until 2020, which will be consistently enforced”.
Rorsted kept his word and despite the positive development as well as some buzz around Reebok created through collabs with celebs such as rapper Cardi B, turnover and profit of the Boston-based sportswear company don’t reach Adidas’ expectations.
Candidates for a possible takeover have been circulating for some time as well and range from the new Supreme owner VF Corp to the Chinese Anta Group and the US multibrand holding Authentic Brands Group (ABG).