Adidas sells Reebok to Authentic Brands Group for $2.5bn

Man in gym kit jumping on box in a Reebok store

Adidas will sell the Reebok brand to American brand development, marketing and entertainment company Authentic Brands Group (ABG) following a decision earlier this year to focus on its core brand.

Reebok, which was acquired by the German sportswear giant for $3.8bn in 2006, struggled to match the momentum of other sporting brands despite an increased interest in athleisure over the pandemic.

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