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Adidas is selling Reebok, despite decent performance
Adidas bought Reebok back in 2006 and helped return this 80’s classic sportswear brand from a has been into a relevant and strong force again, especially in the gym and CrossFit sectors. Nevertheless, change is the only constant and with Adidas committed to it’s core business and the further nurturing of the growth of their previously sleepy sub-brands like their outdoor/trail specific TERREX. The Covid pandemic has really helped this sector – with many more people now looking for trail-ready shoes and apparel as they migrate from gyms and team sports to find covid safe solitude and exercise in the great outdoors. It could be [postulated that this same market movement away from closed gyms, has given Adidas pause to reconsider if it wants the risk of a brand which is largely wedded to indoor exercise and activities. A sale of Reebok will undoubtedly give the clarity and clearly a massive cash injection to the three stripes, so a new owner for Reebok is being sought. What can we hope for?
Well, a buyer that has a long-term interest in both building the brand on it’s recently found successes (notwithstanding Covid), one who respects and continues the strong heritage DNA that the Reebok back catalogue contains and, here’s the potential (multi) million-dollar question, could Reebok re-establish itself as a major innovator and competitor in court, and ball sports? Hell, maybe even some cycling shoes… We look forward to the next chapter of Reebok’s future playing out soon!
