Authentic Brands Group (ABG) has firmly rejected recent market speculation that it plans to sell Reebok to Anta Sports, stating in an internal memo obtained by Footwear News that it has “no plans to divest Reebok – not now, not ever.” We reported on the rumors earlier, when neither party had issued a statement.
The speculation had suggested that a deal might already have been finalized. ABG’s categorical denial reaffirms its strategic commitment to Reebok, which it acquired in March 2022 for $2.1 billion (€1.93bn), and signals that the brand remains a core long-term asset in its portfolio.
The latest investment in Reebok’s growth was the launch of the Bryson DeChambeau Nano golf collection for spring/summer 2025. In spring, together with Innovative Eyewear, Reebok launched Reebok Smart Eyewear. ABG also established significant partnerships to revitalize Reebok’s performance footwear business. At the beginning of the year, Galaxy Universal took over Reebok’s footwear operation, retail stores and e-commerce in the US (doing the same in Europe through joint ventures) as well as the brand’s global product creation, design and sourcing for footwear.
