• Loading stock data...
Thursday, April 3, 2025
Nominations Are Open for Front Office Sports Honors! Submit Now

Adidas Exploring Sale of Struggling Reebok Brand

  • Adidas could sell off the struggling brand in the coming months.
  • VF Corp., which owns Timberland and North Face, is reportedly interested.
Reebok Royal Glide shoe
Petar Milošević via Wikimedia Commons

German sportswear giant Adidas is exploring selling off the Reebok brand in the coming months, according to multiple reports. 

An internal review of the brand “is in the early stages,” Bloomberg reported

According to Germany business magazine Manager Magazin — which didn’t cite its sources — companies interested in the brand include VF Corp, which owns Timberland and North Face, as well as China’s Anta International Group Holdings.

Adidas acquired Reebok for $3.8 billion in 2006. The company was founded in England in 1958 and first came to market in the U.S. in 1979, releasing aerobics, running and basketball shoes early on.

Reebok has long struggled to gain popularity and profitability, even as it pivoted to cater mostly to the fitness market. Its last remaining uniform rights contract with a professional league ended in 2017.

And while Adidas’ sales dropped 33% in its second quarter of 2020 amid the COVID-19 pandemic, Reebok’s fell 42%. Reebok accounted for roughly 8% of Adidas’ total sales in the first half of 2020.

Reebok is the official footwear and apparel sponsor for Ultimate Fighting Championship, CrossFit, and the Spartan Race. CEO Kasper Rorsted has previously expressed hope that new lines like the CrossFit Nano and FloatRide Run would help grow the company after it returned to profitability in 2019 — thanks to both deep sales and cost cuts. 

Prior to the pandemic, Rorsted was looking to sell Reebok for about 2 billion euros  — $2.4 billion — but would now take less than that amount, Manager Magazin reported. 

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Sports Apparel Stocks Nosedive on News of Trump Tariffs

Adidas, Lululemon, and Under Armour shares plunged Thursday.

Endeavor’s $25B Next Act: Why the Sports Giant Is Going Private

The long-planned move creates a wide range of industry impacts.
Mar 20, 2025; Providence, RI, USA; Arkansas Razorbacks forward Karter Knox (11) controls the ball against Kansas Jayhawks during the first half at Amica Mutual Pavilion.

Men’s March Madness Sets Opening-Day Viewership Record

CBS Sports and TNT Sports scored big with Arkansas–Kansas.

Featured Today

Dec 27, 2024; San Jose, California, USA; San Jose Sharks center Macklin Celebrini (71) skates during warm ups before their game against the Vegas Golden Knights at SAP Center at San Jose

Macklin Celebrini and the Sharks Rookies Have Brought Good Vibes to a..

The rookie’s arrival has boosted spirits incongruously high inside the flagging franchise.
Mar 26, 2025; Indianapolis, Indiana, USA; Los Angeles Lakers forward LeBron James (23) in the first half Indiana Pacers at Gainbridge Fieldhouse.
April 1, 2025

The Creator Behind the LeBron ‘Glazing’ Trend Sweeping TikTok

FOS spoke to TikTok user OkaySpade who made the original song.
Mar 22, 2025; Providence, RI, USA; McNeese State Cowboys manager Amir Khan before a second round men’s NCAA Tournament game against the Purdue Boilermakers at Amica Mutual Pavilion
April 1, 2025

Inside the 24-Hour NIL March Madness Deals

Some of the most viral partnerships come together overnight.
Seattle Kraken
April 1, 2025

Samantha Holloway Is Seattle’s NHL Present—and Hopeful NBA Future

Samantha Holloway is steering the Kraken and hoping to revive pro hoops.
Oakland A's

Fanatics Blames ‘Technology’ Error for Mixed-Up MLB Ads

One image had a fan wearing a Twins jersey and Guardians hat.
March 24, 2025

StubHub Bets on IPO Lifeline As Ticketing Competition Heats Up

The ticket resale company eyes a return to the public markets.
March 26, 2025

StubSnub: Former Ticket Company CEO Erased From History in IPO

The company’s cofounder and former CEO is omitted from an IPO document.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
A set of trading cards
March 19, 2025

New Suit Alleges Fanatics ‘Monopoly’ Increased Trading Card Prices 

The suit also names the NBA, NHL, and NFL as defendants.
Angels
March 12, 2025

MLB Pulls ‘ANAELS,’ ‘ASHOS’ Hats After ‘TETAS’ Debacle

MLB has now pulled three AL West caps.
March 6, 2025

Callaway’s LIV Deal Shows How Much Golf Has Shifted

The company has signed a first-of-its-kind club contract.
Adidas
March 6, 2025

What Sportswear Companies Are Saying About Trump Tariffs

On isn’t worried about tariffs. Adidas and Foot Locker might be.