Indicating that the sale of Reebok may only fetch around $1 billion for the Adidas Group, The New York Times reports that it has retained JP Morgan Chase to assist in the process. That would be a big discount on the $3.8 billion that Adidas had spent in 2006 to buy the brand from Paul Fireman, but the company has already amortized a lot of its goodwill, reducing it to a similar figure of €842 million. We have already mentioned Anta Sports Products and Li Ning as potential buyers. According to the Financial Times, two equity investment firms, Permira and Triton, could also be among the candidates to Reebok’s takeover. Germany’s Manager magazine first broke the news about the possible divestiture in October, indicating that it could be completed in March. Adidas’ management has declined to comment on the topic until it addresses investors and the media on March 10 to outline its business plan for the next few years.

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