Bye bye Three Stripes: adidas is selling off Reebok to Authentic Brands Group in a deal estimated at around €2.1 billion (approximately $2.5 billion), according to Reuters. The German sportswear giant confirmed that it was putting Reebok up for sale earlier this year.

Offloading Reebok seemed to be a major push for adidas, so the sale must be a real relief for the Three Stripes. "As part of the development of our new five-year strategy, we have assessed strategic alternatives for Reebok and decided to begin a formal process aimed at divesting the brand," it said in its 2020 annual report in December.

adidas purchased Reebok in 2006 for $3.8 billion but hadn't been able to turn enough profits to keep investors happy with the Boston-based brand's progress.

"After careful consideration, we have come to the conclusion that Reebok and adidas will be able to significantly better realize their growth potential independently of each other," adidas CEO Kaspar Rorsted said when announcing his company's divestiture plan for Reebok earlier this year. "We will work diligently in the coming months to ensure a successful future for the Reebok brand and the team behind it."

Reebok competed with rival giants like Nike, PUMA, and even adidas in the sportswear market and apparently wasn't able to provide ample challenge to stand out — or at least enough to keep adidas investors happy. That being said, Reebok was quite dominant in certain areas of sport, like crossfit (until 2020).

New owner Authentic Brands Group oversees a variety of labels but none are quite like Reebok. Its portfolio includes fashion brands like Forever 21 and Brooks Brothers — both acquired in 2020 — and footwear companies like Frye, Airwalk, and Tretorn. The Reebok purchase appears to be, if nothing else, ABG's attempt to muscle into the realm of hip sportswear.

Funnily enough, ABG also operates licensed Shaquille O'Neal properties, which means that it now oversees both parties responsible for the Shaqnosis.

From a sneakerhead's perspective, though, it's seems like Reebok has done everything right recently. It's been dropping covetable collaborations and innovative in-house designs, even bringing relevant talent into the fold to set Reebok on a progressive track.

Just goes to show that, these days, there's much more to the sportswear biz than merely making cool kicks.

We Recommend
  • Around the World in Techwear: the Best Outdoor Clothing Brands You Need to Know
    • Style
  • The Best Basketball Shoes of the 2023-24 Season
    • Sneakers
  • Craig Green's Hybrid adidas Sandal Has Retro Runner Soul (& Sole)
    • Sneakers
  • From New Balance to Reebok, Browse This Week’s Best Sneaker Releases
    • Sneakers
  • 10 of Our Favorite Gum Sole Sneakers to Shop Right Now
    • Selects
What To Read Next
  • Online Ceramics’ New Era Begins With BornXRaised
    • Style
  • David Yurman Leaves It All On the Court For One Night In L.A.
    • Style
    • sponsored
  • SEEKINGS Recovers the Long-Lost Art of Indie Sleaze
    • Style
  • The Swedish Brands To Look Out For Ahead of CPHFW
    • Style
  • The Best, Weirdest & Most Memorable Olympics Style Moments Ever
    • Style
  • Supreme's New Owner Changes Nothing — Yet
    • Style

Web Accessibility Statement

Titel Media GmbH (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titel Media GmbH strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titel Media GmbH tests, remediates and maintains the Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.