Adidas has announced to sell Reebok to Authentic Brands Group(ABG) for up to 2.1 billion euros ($2.5 billion) as the German sporting goods company concentrates on its core brand after a deal that did not deliver.
Reebok will keep its headquarters in Boston and continue operations in North and Latin America, Asia-Pacific, Europe and Russia, the U.S. brand management firm said in a statement, adding it will work closely with Adidas during the transition.
Previously, Adidas bought Reebok for $3.8 billion in 2006 to help compete with arch-rival Nike, but its sluggish performance prompted repeated calls from investors to sell the U.S. and Canada focused brand.
In the meantime, Adidas managed to eat into Nike’s dominance in the United States with its own brand, helped by partnership with celebrities like Kanye West, Beyonce and Pharrell Williams.
Jamie Salter, Founder, Chairman and CEO of ABG, said, “We’ve had our sights set on Reebok for many years, and we’re excited to finally bring this iconic brand into the fold. We are committed to preserving Reebok’s integrity, innovation, and values – including its presence in bricks and mortar.”
Source: Adidas to sell Reebok to Authentic Brands for $2.5 bln