Adidas Divests Reebok, Plans to Focus on Flagship Brand
Retail TouchPoints
FEBRUARY 16, 2021
As a result, it will report Reebok as “discontinued operations” from Q1 2021 onwards. This will enable the company to focus on strengthening the adidas brand in the global sporting goods market. Adidas initially acquired Reebok in 2006 and implemented the “Muscle Up” turnaround plan in 2016.
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