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.

Subscription content

Please sign in now if you have a subscription or are already registered with us.

Retail Week

Register for free to continue reading

Retail-Week.com provides premium, in-depth intelligence that helps retailers judge risks, spot opportunities and identify what they need to do to win in the digital economy.

Register today for a taste of our high-quality intelligence and enjoy:

  • Two free article views per calendar month on Retail-Week.com
  • Detailed analysis of current trends and events 
  • Exclusive newsletters
  • In-depth reports, videos, interviews and much more

Discover Retail Week register now

Please note, if you have recently purchased a subscription, it may take a few minutes before your account is updated.