"Authentic Brands is willing to pay one billion dollars for Reebok"

Reebok has reportedly attracted the far-reaching interest of Authentic Brands. The owner of brands such as Juicy Couture, Nautica and Nine West is said to be willing to pay a billion dollars (820 million euros) for the struggling sports label, which Adidas has put on the market.

Several candidates

In 2006, Adidas paid no less than 3.8 billion dollars for Reebok, and in doing so, wanted to give big competitor Nike a run for their money on the American market. According to The New York Post, Authentic Brands’ offer is in line with what analysts expected when Adidas announced their plans to sell off Reebok in February.

In 2020, Reebok’s turnover decreased by 19 per cent to 1.4 billion euros. This means that the brand’s share of total Adidas Group sales has shrunken to 7 per cent, down from 18 per cent in 2010. The recovery plan launched by CEO Kasper Rorsted five years ago brought a temporary revival, but the performance nevertheless remained below the level of the parent company.

Besides Authentic Brands, Anta Sports, Fila and Cerberus Capital Management appear to be interested in Reebok. There is no information yet regarding the sums which they might be willing to pay for Reebok.