Herbert Hainer, chief executive at the Adidas Group, denied a report in The New York Post that it was preparing a sale of Reebok CCM Hockey in another effort to simplify its business. He acknowledged in a press briefing earlier this month that several parties were interested in the ice hockey equipment company but denied that a sale process was underway. CCM Hockey was bought by Reebok in 2004, two years before the American brand's acquisition by the Adidas group. Earlier this year Adidas announced the sale of the Rockport shoe brand, another part of the former Reebok group, and later said it was considering the sale of the Taylor Made golf equipment brand. The New York Post claimed that Adidas tried to sell CCM for $150 million, when the division was losing money, but it has since turned around. Reebok CCM Hockey's sales increased by 3.5 percent last year to reach €269 million. They advanced by 23.3 percent in the first nine months of this year and Adidas predicted last month that they would expand at a high single-digit rate in constant currencies for the full year, compared with an earlier forecast of a mid-single digit rate increase. Earlier this year Adidas announced that it was taking over the Reebok brand's partnership with the National Hockey League (NHL) for the 2017-2018 season. The Adidas group said that it expected CCM's long-standing relationship with the NHL to continue after the switch.

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