Adidas Made It Clear For The First Time Not To Sell Reebok!

Reebok (

The brand has been entangled in selling rumors for many years.

For the first time, it is clear that Reebok will not be sold.

Robin Stalker, chief financial officer of Adidas group, said in a foreign media interview that the group had no pressure to sell its sports brand Reebok.

But golf will be reevaluated.

TaylorMade, the latter has already suffered losses.

Reebok, once the world's third largest sport brand, was bought by Adidas in 2005. The latter intends to fight Nike against Reebok's strength in the US basketball and rugby field.

After buying Reebok, Adidas's sales in the US doubled, and Reebok's basketball and baseball business also made Adidas famous in the United States.

But later he lost the NFL contract because he was in a bad position and failed to cooperate with the US National Hockey League.

Since then, Reebok has been going downhill, even dragging Adidas's achievements.

The rumour of selling Reebok has been heard in 2012, and was rampant at the end of 2014.

The sale of poor performance sub brands is a common strategy of many brands including Adidas. In early 2015, Adidas sold its business leisure brand Rockport (Le Bu) for $280 million, and the happy step buyer was a company composed of New Balance and Private Equity Investment Firm Berkshire Partners.

At that time, Herbert Heiner, chief executive of Adidas group, said that the sale of music would help reduce the complexity of the company's business and lay emphasis on sports brands such as Adidas, Reebok and TaylorMade.

Excellent performance has saved Reebok from selling itself to create a shield.

In March last year, Reebok, which had been far away from the first camp of sports brand, suddenly changed its LOGO. According to the introduction, the Reebok Delta triangle sign will be used for Crossfit products and gradually turn from professional sports to fitness exercise with company strategy.

At present, Reebok has started fitness related businesses in Germany, the United States, India and South Korea.

As a matter of fact, since 2013, Reebok has begun to show its face in the name of fitness brand, and has achieved remarkable results. As of the two quarter of June 30, 2013, Adidas's data show that Reebok's brand grew by 11% to 355 million euros over the same period, especially in France, Korea and India.

In its semi annual performance this year, Adidas said that Adidas and Reebok's strong momentum of development will become a strong driving force for group sales revenue growth, especially in Western Europe, Greater China and Middle East, Africa and other Asian markets with two digit income growth.

"The more reasonable product and pricing mix of Adidas and Reebok, plus the more favorable channel combination resulted from further promotion and structural upgrading of retail store control measures, is expected to have a positive impact on the gross margin growth of the group."