The Adidas Group reiterated this week that it has no intention of selling Reebok, after the owner of CrossFit told a reporter that he would like the fitness brand to come under fresh ownership. Reebok became a partner for CrossFit under a ten-year agreement started in 2010, and the huge expansion of the concept has strongly helped Reebok to build up its new positioning in the fitness market. But CrossFit's outspoken owner, Greg Glassman, said that he would “like to see Reebok sold (…) to someone young, fresh, excited, and willing to enter into the modern era of things.” The comments were made in an interview with Sharyn Alfonsi, as part of a profile of CrossFit in 60 Minutes, broadcast by CBS on May 10. The Adidas Group is apparently unperturbed by Glassman's opinion, emphasizing that CrossFit is a great partner for the Reebok brand and that the partnership runs until 2020.

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