Adidas sells Reebok to Authentic Brands Group

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”.

Reebok’s world headquarters will remain in Boston and ABG will work closely with Adidas, Reebok’s president Matt O’Toole and the entire Reebok team to transition the brand to ABG’s platform. Reebok’s operations will continue in the US and Canada, Latin America, Asia Pacific, Europe and Russia.