A person familiar with the matter told Bloomberg that sporting goods giant Adidas is considering selling its sports shoe brand Reebok. The source said that Adidas acquired Reebok in 2006 and has assigned an internal team responsible for the potential transaction, which is still in the early stages.



In 2007, about 25% of Adidas' total retail sales came from Reebok. In the past decade, this proportion has been declining, and in the quarter ending in June 2020, Reebok accounted for 6.4% of Adidas' total sales. Adidas bought Reebok in 2006 for approximately 3.1 billion euros ($3.8 billion)-this is to maintain competitiveness with American sportswear rival Nike.







Since the acquisition, the proportion of Adidas' revenue from Reebok has declined. In 2007, a quarter of Adidas' total retail sales (more than $2 billion) came from Reebok. Over the past ten years, this proportion has steadily declined, and in the quarter ending in June 2020, Reebok accounted for only 6.4% of Adidas' total sales.



Although Adidas’ sales in the quarter ended June were down by a third from last year, Reebok’s sales fell by 42% to only 228 million euros (270 million US dollars).



The Manager Magazine, which first reported the potential sale, stated that interested parties include VFCorp, which owns outdoor clothing brands such as Timberland, Vans and NorthFace, and Anta International Holdings, the owner of FILA. According to the Manager Magazine, Before the outbreak, Adidas CEO Caspar Rosted hoped to get about 2 billion euros ($2.4 billion) through the sale, but is now willing to accept a lower price.





With the rapid rise of street fashion culture in the past two years, competition in the global sports market has become increasingly fierce. In terms of Reebok’s decline, it is understandable that Adidas chose to sell it. For Reebok, leaving Adidas may not be bad news, at least When the new owner is changed, many unknown possibilities have also emerged at the same time. No one can say about the future development. Who can predict the market trend in advance is the giant in this market.



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