• Loading stock data...
Tuesday, March 19, 2024
2024 Best Venues nominations are open now through April 8! 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

Under Armour Turns to Its Founder As Industry Turbulence Continues

The embattled sports apparel and footwear company brings back its founder.

Trouble for the Three Stripes: Adidas Posts First Annual Loss Since 1992

The North American market proves troublesome for the athletic footwear and apparel giant.
exclusive

New In-Season Men’s College Basketball Tournament to Offer $2M in NIL Deals

The eight-team event—expanding to 16 teams in 2025—will pay out $1M to each team, and another million to the winner.

Tommy Tuberville: Dartmouth Basketball Union ‘Will Absolutely Kill College Sports’

The U.S. senator and former college football coach let it rip on Fox News.
podcast thumbnail mobile
Front Office Sports Today

The Leak That Changed Selection Sunday

0:00
0:00

Featured Today

‘Everybody Was Under Suspicion’: The Day Selection Sunday Was Scooped

In 2016, the ‘Selection Show’ backfired when the bracket was leaked anonymously.
Sep 3, 2023; Seattle, Washington, USA; Orlando Pride forward Ally Watt (11) and Orlando Pride forward Julie Doyle (20) enter the stadium before the game against OL Reign at Lumen Field.
March 16, 2024

So Long, White Shorts: Here’s Why the NWSL’s Uniform Pivot Matters

There’s finally a growing trend to adapt women’s sports to women’s bodies.
exclusive
March 11, 2024

WWE Prez Nick Khan, COO Brad Blum Revealed As Key Figures in Vince McMahon Sex-Trafficking Suit

The two men are described in the suit as facilitating and covering up exploitation.
March 10, 2024

For the ‘Spulu’ Super-Streamer: Lots of Questions, No Good Answers

Big partners, bigger promises, and an unclear operation.

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Spotify
Multiple - USA Careers
Nike
Multiple - USA Careers
EA
Multiple - USA Careers

Caitlin Clark Passes Shedeur Sanders to Top Fanatics’ NIL-Era Sales

The Iowa guard took the spot hours after her record-breaking game against Michigan on Thursday.
December 21, 2023

Nike Loses Jokić, but Posts Earnings, Income Increases

Denver Nuggets superstar embraces upstart Chinese brand 361 Degrees.
Sponsored

NASCAR Capitalizes on the Sportswear Boom in a New Deal With ’47

With the new partnership between ’47 and NASCAR, racing fans can express their love like never before.
Sponsored

How Daily Fantasy Sports Solved NBA Fantasy

The remarkable growth of the #1 Discord sports server in the world.
December 4, 2023

How the $1B Golf Ball Industry Might Add a Few Strokes To Your Game

A distance roll back is set to be coming to golf balls.
November 25, 2023

Sports Apparel Giants Looking For Holiday Season Turnaround

Once-surging category enters the critical selling period mired in a slump.
November 21, 2023

Upbeat Dick’s Earnings Counter Slowdown In Sports Apparel Market

Surprise earnings beat contrasts from other recent results in the category.
November 20, 2023

Messi Set To Challenge For Another Off-Pitch Record

Messi’s World Cup jerseys are headed for auction.