This ad will be closed automatically in X seconds.

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.

With the Sustainability in Licensing Conference now just four weeks away, we're honouring the United Nations' 17 SDGs with 17 things you won't want to miss at this year's event....
Landmark collaboration will see the leading baby food brand create a Very Hungry Caterpillar range of baby and toddler snacks....
A number of familiar licensed names are featuring in Tesco's latest up to half price toy sale, which begins on Monday 3 October....
ToyTopic's Ashley Holman on why offering value for money on ranges is now crucial....
Peter joins the licensee from Mattel where he was senior national account manager....
FIFA has chosen Dream Theatre to manage the merchandise programme for the FIFA World Cup Qatar 2022 in India and South Asia....
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.