October 16, 2021

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Adidas ends Reebok period with $2.5 bln sale to Authentic Brand names

Boards with Reebok retail store symbol are viewed on a procuring centre at the outlet village Belaya Dacha outdoors Moscow, Russia, April 23, 2016. REUTERS/Grigory Dukor/File Picture

  • Adidas bought Reebok in 2006
  • ABG snaps up labels ahead of prepared IPO
  • Sale has no influence on Adidas outlook

BERLIN, Aug 12 (Reuters) – Adidas (ADSGn.DE) is selling Reebok to Reliable Models Group(ABG) for up to 2.1 billion euros ($2.5 billion) as the German sporting items enterprise concentrates on its core brand right after a offer that did not provide.

Adidas acquired Reebok for $3.8 billion in 2006 to enable compete with arch-rival Nike (NKE.N), but its sluggish general performance prompted repeated phone calls from traders to market the U.S. and Canada concentrated brand name.

In the meantime, Adidas managed to eat into Nike’s dominance in the United States with its own brand, aided by partnership with stars like Kanye West, Beyonce and Pharrell Williams.

Reebok will keep its headquarters in Boston and continue on functions in North and Latin The usa, Asia-Pacific, Europe and Russia, the U.S. model management agency said in a assertion, incorporating it will operate closely with Adidas for the duration of the transition.

About 11 yrs, ABG has amassed extra than 30 labels bought in some 6,000 merchants. Its manufacturers involve apparel chains Aéropostale and Permanently21, as properly as and Athletics Illustrated magazine.

“We’ve had our sights established on Reebok for numerous decades, and we’re psyched to at last deliver this legendary brand name into the fold,” Jamie Salter, founder, chairman and CEO of ABG, claimed.

“We are committed to preserving Reebok’s integrity, innovation, and values – such as its existence in bricks and mortar,” he included.

Final thirty day period, ABG also submitted for a U.S. preliminary general public supplying just after a year of strong earnings growth.

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Just after Kasper Rorsted took over as Adidas CEO in 2016, he introduced a turnaround approach which served Reebok return to profitability, but its effectiveness ongoing to lag that of the core Adidas manufacturer and it was then strike by the COVID-19 pandemic.

Adidas noted very last 7 days that Reebok’s to start with-half sales jumped to 823 million euros from 600 million a year back, and the brand name produced a internet attain of 68 million euros as opposed to a internet reduction of 69 million in the initially fifty percent of 2020.

Reebok’s current collaborations with stars like Cardi B and a renewed concentrate on women’s clothing have set it in a better location, analysts say.

Adidas has by now marketed the Rockport, CCM Hockey and Greg Norman brands for 400 million euros, which were being element of the authentic Reebok invest in.

The German business said in a assertion that the sale experienced no influence on its economical outlook for the present-day calendar year or for its targets set out in the 5-yr technique it introduced in March.

Adidas reported the the vast majority of the 2.1 billion euros would be paid out in income at the closing of the transaction, anticipated in the first quarter of 2022, with the remained comprised of a deferred and contingent thing to consider.

It said it would share the the greater part of the hard cash proceeds with its shareholders.

($1 = .8526 euros)

Reporting by Emma Thomasson Added reporting by Zuzanna Szymanska Enhancing by Christoph Steitz, Keith Weir and Alexander Smith

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