Adidas explores sale of struggling Reebok business, says report

While the firm had hoped for about $2.4 bn from the sale pre-pandemic, it would now be content with less

Adidas AG, the German sportswear giant, is exploring a sale of its Reebok brand, according to a person familiar with the matter.

The company will decide in the coming months whether to proceed with a sales process, said the person, who asked not to be identified because deliberations are private. The internal review is in the early stages, the person said.
 

A spokeswoman for Adidas said the company doesn’t comment on market rumours. Adidas shares rose as much as 3.4 per cent in Frankfurt trading.
 

Since taking over as chief executive officer of Adidas in 2016, Kasper Rorsted has repeatedly parried