Already in early March, the German manufacturer will announce its final decision on the fate of Reebok.
Adidas plans to present the company's development strategy for the next five years. And one of the important points will be the final decision on the fate of the American brand Reebok, owned by the sports giant.
It became known that Adidas has already begun consideration of a possible sale and plans to announce the decision made by management on March 10, when the company's five-year development plan will be presented. Question of fate Reebok has been discussed for several years and now it seems that a new stage is beginning in his fate, when the roads with Adidas may part.
Even before the pandemic, the estimated sales value of Reebok was approximately $2.4 billion, but in the current situation, the price is likely to be slightly lower. Among possible buyers are investment companies Permira and Triton, VF Corp., which already owns brands The North Face и Timberland, as well as the Chinese company Anta International Group Holdings.
The brand became part of Adidas back in 2006, with a deal worth $3.8 billion. However, despite the fact that Adidas managed to return Reebok to profitability and establish stable growth, the brand did not manage to take root in the company and the question of getting rid of it raised since October 2020.
Despite the fact that the company's management compared itself to a parent who equally loves both children - both Adidas and Reebok - the latter still found himself in a weaker position, and the German manufacturer no longer seems to see an opportunity to develop it further.