After Adidas's Acquisition, ABG Is Willing To Take Over Reebok.

Recently, Jamie Salter, chief executive of Authentic BrandsGroup (ABG), an American brand management company, said in an interview that Shaquille ONeil, herself and another partner of the group, wanted to acquire Adidas (Adidas)'s sports brand Reebok (Reebok). According to the China Commercial Daily reporter, Reebok has been very calm after Adidas's acquisition. At present, Adidas has yet to make a clear statement about the sale.

According to press reports, ABG has acquired Puma's Swedish sports shoes brand Tretorn, American women's clothing retailer Jones New York and American underwear brand Frederick 'sofHollywood, Nine West, etc., which has rich experience in clothing brand acquisition.

Shaquille ONeil is a member of the NBA Hall of fame and has worked with Reebok. In 1992, he signed a contract with a total price of up to 15 million dollars with Reebok, and launched his own Reebok signature shoes. Shaquille ONeil said bluntly: "if they don't want it, please let me have it" (Adidas). I want to bring Reebok back to the basketball and fitness market. "

Public information shows that Reebok was founded in 1895, the first pair of shoes created by founder Joseph Foster is "Forster running shoes", which is also the first pair of spikes in the world.

In the 70s of last century, Reebok has become one of the ten best brands in the world. In 1981, Reebok's sales exceeded $1 million 500 thousand. In 1982, Reebok's sales surged to $150 million. By 1987, Reebok's sales surged to $1 billion 400 million.

In 1992, Reebok made strategic adjustments. The development of the company is divided into fitness products from other sports products, such as the development of basketball shoes. In 1996, Reebok signed a cooperation agreement with Iverson, the famous basketball player, and Reebok's basketball career also had a new start. In 2006, Adidas bought all the shares of Reebok for $3 billion 800 million.

However, Reebok, which was acquired, did not extend its pace of development, but instead showed a downturn. According to Adidas's latest earnings data, Reebok's global sales fell 3% last year.

Reebok's performance is probably a burden for Adidas. Jeff Vansinderen, a retail analyst at B.RileyFBR, an investment research firm, said Reebok might not be suitable for Adidas's long-term strategy.

Matt, vice president and senior industry consultant of NPD group, said Powell did not rule out the possibility of Adidas unloading the brand. If the price is right, Adidas may sell Reebok.

At present, Adidas has not made a clear statement about the sale. But an industry analyst who does not want to be named by CITIC Jian told the China Daily News that competition in the sporting goods market has become increasingly fierce in recent years. International sports giants such as Adidas and Nike will adjust their brand mix strategies, focus on some brands, and also give up some brands to maximize their interests.

The above analysts said that Reebok's target market is the fitness apparel market, but the track has gathered competitors such as andmar, Lulu lemon and so on, which is a big challenge for Reebok.