Adidas is happy to get rid of Reebok brand

Reebok seems to be in talks with the new potential owners

09.Nov.20 11:25 AM
By Abigail Richards
Photo Reebok

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Adidas bought the British-American Reebok in 2006 for $ 3.8 billion. With that purchase, the German sports clothing salesman hoped to bring in a growth gazebo, but so far the growth rates have been disappointing.

For Triton and Permira, Reebok is attractive because of its rich past. The brand can place new collections of sports shoes on the market, which refer to classics from the 1980s. It is precisely with such retro footwear that the brand could score among young people, the investment companies argue according to sources of FT.
Early plans

According to the initiates, the takeover plans are still in the early stages. Any sale may also break down on Adidas ' objections. Reebok, as an independent company, can become a major competitor in sportswear.

Triton is mainly known in the Netherlands as the owner of Sunweb tour operator. Permira is, among other things, active in the clothing industry with the shoe brand Dr. Martens. The investment companies refused to comment on FT. Adidas did not deal with market rumors either.

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