Adidas sells Reebok to Authentic Brands Group

Authentic Brands Group has added Reebok to its roster of properties, with the sports brand joining the likes of Juicy Couture, Forever 21, Greg Norman, Eddie Bauer and Barneys New York among others.

ABG acquired Reebok from adidas ‘for a total consideration of up to €2.1 billion’, with the deal expected to close in the first quarter of 2022, reported Fashion United.

ABG will own and manage the intellectual property of Reebok and plans to ’employ its core playbook, connecting strong brands with best in class licensees and a network of partners that seek to optimise value in the marketplace’.

“We’ve had our sights set on Reebok for many years, and we’re excited to finally bring this iconic brand into the fold,” commented Jamie Salter, founder, chairman and chief executive of ABG. “Reebok not only holds a special place in the minds and hearts of consumers around the world, but the brand also has expansive global distribution.

“Adidas has been an incredible steward of the Reebok brand, and we look forward to working with the Reebok team to continue their great work and further its position as one of the world’s leading consumer brands.”

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.

MORE NEWS
BolognaLicAwards_2025
 
The winners of the Bologna Licensing Awards have been crowned during the Bologna Licensing Trade Fair/Kids....
DocM_Bratz
 
Dr. Martens x Bratz celebrates Y2K aesthetic Featuring nostalgia-rich details, the first footwear and accessories collaboration between Dr. Martens and MGA Entertainment’s Bratz is inspired by the iconic dolls’ passion for fashion and unapologetic self-expression. ...
MouseMansion
 
Manita Schaapman, co-founder and creative director of The Mouse Mansion Company, will take to the stage at this year’s Licensing Conference to share the story of how a handmade universe turned into a global success....
Smiley_Awards
 
Recognising the power of film to inspire change, the eighth annual Smiley Charity Film Awards, presented by Smiley and powered by Smiley Movement CIC, took place at the Indigo O2 on 20 March. ...
BLLAS_Hearst
 
Angharad Moynes, licensing sales director at Hearst, explains why the company supports the Brand & Lifestyle Licensing Awards....
Spacetoon_Moonbug
 
Spacetoon Mum, Spacetoon’s digital platform and content hub directed at mothers, has joined forces with Moonbug Entertainment to launch a heartfelt regional campaign in honour of Mother’s Day....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.