Tuesday December 5, 2023

Baron Davis, Master P in Talks to Buy Reebok

Copy Link
Link Copied
Link Copied

Former NBA All-Star Baron Davis and hip-hop mogul Percy “Master P” Miller are in talks to purchase Reebok. Parent company Adidas is reportedly asking for approximately $2.4 billion.

Davis and Miller believe they can help rejuvenate Reebok, which has seen its cultural relevance decline in recent years.

Reebok was the first global athletic company to sign rappers to signature shoe deals, starting with Jay-Z and 50 Cent in 2003. The trend has since exploded with Nike, Jordan Brand and Adidas all doing big business with rappers.

Davis said he thinks Reebok is undervalued and wants the “athletes, influencers, designers, celebs to sit at the table” with him. 

“As we focus on turning Reebok into a lifestyle brand not just a basketball brand,” Miller added, “our most important initiative will be to put money back into the community that built this company.”

Rumors of a potential Reebok sale emerged in October, following a 42% year-over-year drop in second-quarter sales, making up just 8% of Adidas’ overall sales. A few potential suitors were connected to Reebok, including Timberland and North Face owner VF Corp. and China’s Anta. 

Adidas acquired Reebok for $3.8 billion in 2005, looking to capitalize on the company’s bygone reputation.

Reebok was the exclusive uniform supplier for the NBA and WNBA in the early 2000s and the NHL until 2017, and had endorsement deals with athletes including Allen Iverson and Davis.

“These companies have been benefiting off us, this could be history for this company going Black-owned,” Miller told ESPN.

Copy Link
Link Copied
Link Copied

What to Read

Sports Apparel Giants Looking For Holiday Season Turnaround

Once-surging category enters the critical selling period mired in a slump.

Roger Federer-Backed On Is Growing While Others Stumble

Federer backs Swiss athletic shoe and apparel maker On.
Under Armour

Under Armour Is Latest Sportswear Giant To See Revenue Drop

North American sales were weak in the most recent quarter.
podcast thumbnail mobile
Front Office Sports Today

Premier League Sets New Bar with Media Deals


Featured Today

The College Football Playoff is considering rotating TV networks for the national championship game.

CFP Considers Super Bowl-Like Rotation For National Championship Game

Multiple networks could share rights to the championship game, sources told FOS.
Brett Favre
November 27, 2023

Favre Welfare Case Hold-Up? "AG’s Office Has Not Expressed Interest In Pursuing"

The DOJ interviewed Brett Favre in early 2020.
The future of the Pac-12 rests on a court decision.
November 24, 2023

The Pac-12 Plays Its Final Regular-Season Game. Then A Court Decides Its Fate.

The conference's future rests with a court decision.
Lane Kiffin
November 9, 2023

Ole Miss, Lane Kiffin Lawyers Argue for Dismissal of Player Lawsuit

FOS obtained audio of Lane Kiffin's interaction with the player behind lawsuit.


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Multiple - USA Careers
Live Nation
Multiple - USA Careers
Saco Bay PT
Multiple - USA Careers

Ohtani's Future Deal Takes Center Stage As Winter Meetings Kick Off

The two-way phenom is expected to sign the largest-ever player contract in U.S. team sports.
November 30, 2023

Tracking Devices and Bags of Cash: A Soccer Scandal in Turkey

Former Atletico Madrid player Arda Turan is involved in the scandal.
Shaquille O'Neal
December 1, 2023

A.I. Shaq? Authentic Files Trademarks Hinting at Virtual Shaquille O’Neal

Shaquille O’Neal and licensing group claim “ASK SHAQ” and “SHAQ A.I.”

NHL’s Chris Foster on Amplifying Content Distribution With Automation

Learn how the NHL is using WSC Sports to increase fan engagement.
November 30, 2023

Ronaldo Sued For $1B In Latest Fallout From Athlete Crypto Deals

Soccer superstar latest to be hit in legal fallout from crypto decline.
Red Bull Racing driver Max Verstappen of The Netherlands celebrates his victory of the Las Vegas Grand Prix at Las Vegas Strip Circuit.
November 30, 2023

The 10 Highest-Paid Formula 1 Drivers For 2023

Red Bull Racing’s Max Verstappen tops the list with $70 million.
Inter Miami CF forward Lionel Messi smiles as he walks on the field against the New York Red Bulls during the second half at Red Bull Arena.
November 16, 2023

The Results of Messi Mania Are In

A million people per match tuned in for Messi and Inter Miami.
Rory McIlroy reacts to his putt on the third green during the third round of the TOUR Championship golf tournament at East Lake Golf Club.
November 15, 2023

Rory McIlroy Resigns From PGA Tour Policy Board

The 34-year-old served on the Board for two years.