Adidas sells Reebok to Authentic Brands for $3.4 billion
NEW YORK (NYTIMES) - Sixteen years after acquiring Reebok for US$4 billion (S$5.4 billlion), German sportswear giant Adidas is selling it for a little more than half that to Authentic Brands Group, a voracious acquirer of struggling brands. In the past few years, Authentic has acquired Brooks Brothers and Forever 21, adding to a stable that includes Sports Illustrated. The acquisition of Reebok for 2.1 billion euros, or US$2.5 billion (S$3.4 billion), comes as Authentic is preparing to go public. "We've had our sights set on Reebok for many years," Authentic chief executive officer Jamie Salter said in a statement. "Reebok not only holds a special place in the minds and hearts of consumers around the world, but the brand also has expansive global distribution." Reebok operates in 80 countries, with roughly 70 per cent of its business outside the United States and Canada. Its world headquarters will remain in Boston. When Adidas acquired Reebok in 2005, it hoped Reebok could recapture the glory of its 1980s heyday and create a formidable rival to Nike. But the brand got lost inside the broader Adidas empire and struggled to connect with consumers. Reebok sales fell 19 per cent in 20...
