Reebok’s future should be decided by March

There has been speculation for years, in a few months the decision should finally be made: Will Reebok stay with Adidas or will the company part with its problem child?

The sporting goods company Adidas wants to rethink a possible sale of its troubled US subsidiary Reebok. When developing a new five-year strategy, it should be explored whether Reebok will remain in the group or what alternatives there are, Adidas announced on Monday in Herzogenaurach.

Investors on the stock exchange reacted positively to the news: The share climbed in the afternoon and followed the latest upward trend in December. However, the current rate is still a long way from the record high before the Corona crisis at the beginning of January of EUR 317.45.

Adidas boss gives Reebok hope

A decision on the possible separation from Reebok should be announced together with the new strategy on March 10 next year. Adidas boss Kasper Rorsted had already said in November that management was working on a strategic plan including Reebok up to 2025.

To the Speculation about a possible sale he did not want to comment when the figures for the third quarter were presented in November. However, he added at the time that he was quite satisfied with the progress of the restructuring.

Reebok has been a restructuring case for years. The company was never able to meet the high expectations associated with the takeover in 2006. Most recently, Adidas had reoriented the brand entirely towards fitness. Rorsted had repeatedly said that he wanted to renovate Reebok himself. However, there has been speculation about a sale for years.


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