Confirming previous media reports, the Adidas Group says that it has started considering various options for its Reebok brand, including a possible sale. “As part of the development of its new five-year strategy, adidas has begun to assess strategic alternatives for Reebok. These strategic alternatives include both a potential sale of Reebok as well as Reebok remaining a part of the company,” Adidas said in a statement, adding that it will announce a decision on March 10, 2021, when it will present its strategy for the next five years. We suppose that the decision to keep or sell Reebok will depend partly on the bids of potential investors. Adidas bought Reebok in 2006 for $3.8 billion. A big chunk of its goodwill has been written off, so it will likely settle for less. Adidas noted that Reebok started to make a profit again in 2016, two years earlier than scheduled, thanks to its “Muscle Up” turnaround strategy, and that it returned to growth in 2019 with a currency-neutral sales increase of 2 percent, driven by the core North American market.

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