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...

Adidas ‘plans to sell’ struggling Reebok business

FRANKFURT • German sportswear company Adidas plans to sell its Reebok division, Germany's Manager Magazin has reported, as the group seeks to put an end to its ill-fated investment in the US-focused brand. Adidas chief executive Kasper Rorsted plans to complete the sale by March next year, the magazine said, without citing where it obtained the information. Manager Magazin on Thursday said US apparel maker VF Corp and China's Anta Sports were among the interested parties, without citing sources. Adidas declined to comment. VF Corp did not immediately respond to a request for comment, while Anta Sports could not be reached for comment outside office hours in China. Shares in Adidas jumped as much as 3.5 per cent on the report, reflecting hopes for a sale following repeated calls to dispose of Reebok from investors who criticised a lack of progress in turning around the business. The German company bought Boston-based Reebok for US$3.8 billion (S$5.2 billion) in 2005 under Mr Rorsted's predecessor Herbert Hainer, with the aim of taking on United States arch rival Nike on its home turf. Last year, however, Adidas wrote down Reebok's book value by nearly half compared with 2018, to €84...