This website was built by using the latest techniques and technologies. Unfortunately, your current browser version doesn't support those technologies.

Please upgrade your browser in order to display the website correctly and gain full functionality.

OK, understood
Your bookmarks

Personalise. This is where your personal bookmarks are stored. To add bookmarks, please click the star on the bottom right corner of content tiles or at the bottom of every content page.

Page title Section Added at select
You haven’t added any bookmarks yet.

adidas assesses strategic alternatives for Reebok

As part of the development of its new five-year strategy, adidas has begun to assess strategic alternatives for Reebok. These strategic alternatives include both a potential sale of Reebok as well as Reebok remaining a part of the company. A decision will be announced on March 10, 2021, when the company's new strategy is officially presented.

adidas acquired Reebok in 2006. As a result of the successful implementation of the turnaround plan "Muscle Up" initiated in 2016, the brand was able to significantly improve its profitability and returned to the profit zone in 2018, two years earlier than initially planned under "Muscle Up". In 2019, Reebok also returned to the growth path. Driven by double-digit growth in its home market North America, global Reebok sales increased by 2% on a currency-neutral basis compared to the previous year.