Kasper Rorsted, chief executive of the Adidas Group, told Focus magazine that the Reebok brand has to return to profitability within four years. Shortly after Rorsted took over the helm in October last year, the company launched a reorganization at Reebok, Muscle Up, which entailed about 150 job cuts, the move of its head office to Boston and the closure of about half of its outlets in North America. Rorsted told the German magazine that the group had mapped out a turnaround plan for the next four years, and after that Reebok should contribute to the group's profits. The brand reported a sales increase of 18 percent to €492 million in the first quarter, which was a rise of 13 percent in constant currencies, but Rorsted indicated at the time that this should not be regarded as the end of the turnaround action.

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