• Loading stock data...
Sunday, June 29, 2025

Reebok Looks to New Markets, NFTs

  • Authentic Brands Group officially closed its purchase of Reebok from Adidas.
  • The company plans to release NFTs and accept crypto payments.
Reebok
Reebok/Design: Alex Brooks

Reebok is officially under the umbrella of Authentic Brands Group, as the conglomerate looks to take the sneaker and apparel brand to new heights.

The acquisition closed on Tuesday, valuing Reebok at around $2.5 billion. Authentic Brands acquired it from Adidas, which purchased Reebok in 2006 for $3.8 billion. Adidas announced a $1.7 billion share buyback program on Tuesday related to the sale.

Authentic Brands said it will “preserve Reebok’s DNA” while exploring new opportunities for the company.

  • It will form the Reebok Design Group in partnership with SPARC Group LLC, a venture of Authentic Brands and Simon Property Group.
  • Authentic Brands CEO Jamie Salter said he expects Reebok to bring in $6 billion in revenue next year, up from its current $4 billion, and $10 billion in five years.

Authentic Brands said Reebok will be its “global brand hub for the design, development, and innovation for footwear and apparel servicing partners around the world.” 

Authentic Brands also owns Sports Illustrated, tennis equipment maker Prince, and clothing brands including Nautica, Above the Rim, Airwalk, Brooks Brothers, and Juicy Couture, as well as the personal brands of David Beckham, Shaquille O’Neal, and Muhammad Ali.

Blockchain Party

Authentic Brands plans to modernize Reebok by accepting crypto payments and producing NFTs later this year. 

It will also look to grow Reebok’s presence in China, South Korea, and Latin America.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Jun 20, 2024; Eugene, OR, USA; Detailed view of Nike Alphafly 3 racing flat at the Nike by Eugene store.

Investors Hunt for Signs Nike Has Regained Its Footing

Nike’s fundamentals are “still challenged.”

DeChambeau Set to Negotiate LIV Deal Amid U.S. Open Defense

Bryson DeChambeau confirmed his LIV contract expires in 2026.
Indiana basketball's Adidas team shoe - January 5, 2025

Steve Madden Sues Adidas to Protect Its Own Use of Stripes

Adidas previously sued Steve Madden over trademark issues.
At Dick's Sporting Goods in Fairless Hills, Store Administrative Assistant Christine Vandfermay, of Philadelphia, restocks some Philadelphia Eagles items, Monday, Jan. 30, 2023.

Dick’s Buys Fallen Sneaker Giant With $2.5B Foot Locker Deal

The merger brings together two iconic names in sportswear retail.

Featured Today

The Battle Over Wimbledon’s Ambitious Expansion Plan

A classic NIMBY standoff on one of the most hallowed grounds in sports.
Seattle Rough & Tumble
June 28, 2025

Women’s Sports Bars Are on the Rise. Survival Isn’t Guaranteed

Some women’s sports bars are cashing in. Others are clawing for funding.
June 27, 2025

Shitposters Have Taken the Reins of Pro Sports’ Official Voices

Meet the social media pros turning sports teams into internet trolls.
Jun 17, 2025; Sunrise, Florida, USA; Florida Panthers center Sam Reinhart (13) hoists the Stanley Cup after winning game six of the 2025 Stanley Cup Final against the Edmonton Oilers at Amerant Bank Arena
June 26, 2025

Stanley Cup’s International Summer Tour: Rules, Repairs, and Raucousness

No pro trophy tour compares to the NHL’s three-month global victory lap.
Apr 26, 2025; San Francisco, California, USA; Houston Rockets guard Fred VanVleet (5) before game three of first round for the 2024 NBA Playoffs against the Golden State Warriors at Chase Center.

Rockets Get $20 Million in Wiggle Room From New VanVleet Deal

VanVleet first signed with the Rockets in 2023.
April 20, 2025

Max Verstappen Linked to $300M Aston Martin Deal Ahead of Miami GP

Aston Martin is currently seventh in the constructors championship.
June 24, 2025

Timberwolves’ 4-Year Ownership Saga Ends As A-Rod, Lore Take Over

The unanimous approval brought a clean end to a long-disputed transaction.
Sponsored

Hottest Matchups Following NFL Schedule Release

The NFL released the 2025 regular-season schedule, and anticipation is already building in the ticket marketplace with four months to go.
March 27, 2025

Peyton Manning’s Omaha Productions Gets PE Boost

The Hall of Famer’s company gains another prominent backer.
March 20, 2025

High School Sports Power Signs Eight-Figure Rights Deal in First

The deal pays roughly $1 million annually, FOS has learned.
March 20, 2025

Maxx Crosby’s Agent: Edge Rushers Set to Dominate NFL’s Non-QB Market

Maxx Crosby just signed a three-year, $106.5 million extension.
March 4, 2025

Eagles Make Saquon Barkley NFL’s Highest-Paid Running Back Ever

Barkley is coming off a historic 2024 season with the Eagles.