Confirmed: Reebok is for sale
Sports group adidas has confirmed its decision to sell the Reebok brand and has begun a formal process to divest itself of the brand.
Adidas acquired Reebok in 2006. It said in a statement that it had carried out an assessment of strategic alternatives for Reebok as part of its development of a wider five-year strategy, full details of which it will unveil on March 10.
Chief executive, Kasper Rorsted, said: “The long-term growth opportunities in our industry are highly attractive, particularly for iconic sports brands. After careful consideration, we have come to the conclusion that Reebok and adidas will be better able to realise their growth potential independently of each other.”
He said the group would work in the coming months “to ensure a successful future for the Reebok brand and the team behind it”.
