adidas confirms strategic alternative to Reebok
adidas said on December 14, 2020 that the company was working on strategic alternatives for Reebok, which may involve the sale of the brand, confirming speculation at the end of November.
adidas has begun evaluating Reebok as a strategic alternative for its “new five-year strategic development plan”.
There were rumors at the time that banks including Permira and Triton, as well as VF Corp and Anta International Group, were interested in acquiring Reebok.
Adidas acquired Reebok for US$4 billion in 2006. Some people suggested that the sale could fetch about US$1 billion.
adidas has begun evaluating Reebok as a strategic alternative to its “new five-year strategic development plan”. These strategic alternatives include the possibility of selling Reebok and continuing to retain Reebok as part of the company. A statement from adidas stated that the decision will be announced on March 10.
adidas acquired Reebok in 2006. Due to the successful implementation of the “Muscle Up” turnaround plan launched in 2016, the brand was able to significantly improve profitability and turn a profit in 2018, 2 years ahead of schedule. Reebok’s revenue in 2019 also returned to the growth path. Driven by double-digit growth in North American market performance, Reebok’s global sales increased by 2% on a currency-neutral basis compared with the previous year.
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