Fráncfort, Germany /
The German sports brand Adidas announced on Tuesday the sale of its branch in Estadounidense Reebok, in difficulties since years ago.
Adidas “has decided to embark on a formal redesign process in Reebok“as part of a five-year recovery plan, informed the group in a communication.
The text does not mention any potential buyer and is limited to indicating that it will announce more details at a meeting on March 10.
The group indicates that it will concentrate its recovery efforts on the brand Adidas.
“After a careful reflection, we read the conclusion that Reebok in Adidas will be able to significantly increase on the power of the creation of the Independent Form “, Explained the President of the Multinational, Kasper Rorsted.
“We work diligently in our next steps to ensure a future exit for the Reebok brand and the team that supports it,” he explained.
Adidas compost Reebok, settled in Boston (noreste de Estados Unidos) of 2006 of 3,800 million dollars, with the aim of strengthening its competence with Nike.
Pero Reebok never read to win his own financial autonomy, to collaborate with celebrities of the artistic world as Victoria Beckham, Cardi B o Ariana Grande.
The brand is currently valued at 800 million euros (one 973 million dollars), three successive devaluations.