Adidas will finalize its decision on the future of Reebok

The German manufacturer will make public its final decision about Reebok’s future at the beginning of March.

Adidas plans to present a strategy for the next five years. One of the more essential points will be the final decision on the American brand Reebok’s fate, which owns the sports giant.

Several weeks earlier, Adidas presented the five-year development plan and considered a possible sale of Reebok brands. Now it informs about plans to announce the final decision on March 10. Reebok’s future has been discussed for several years, and now it seems that its chance comes to a new stage, when the roads with Adidas may part.

Even before the pandemic, the estimated sale price of Reebok was about $2.4 billion. Still, at the current price point, the price is likely to be somewhat lower. Among the possible buyers are investment companies Permira and Triton, VF Corp., which already owns The North Face and Timberland brands. Another potential buyer is the Chinese company Anta International Group Holdings.

The brand became part of Adidas back in 2006, with the transaction amounting to $3.8 billion. Even though Adidas managed to return Reebok profitability and establish steady growth, the brand has not managed to take root in the company. The company raised the question of getting rid of it in October 2020.

Even though the company’s management compared itself to a parent equally loving both Adidas and Reebok, the latter still found itself weaker. The German manufacturer doesn’t seem to see the possibility of developing it further.