Is Reebok still owned by Adidas? This is a question that has been bouncing around for quite some time now. The two sports giants have been collaborating for over a decade now and it’s easy to see why people are confused if Reebok is still part of Adidas. But there’s more to the story than just a simple yes or no answer. In this article, we’ll explore the history of Reebok and Adidas and how their relationship has evolved over the years.
As a fan of both Reebok and Adidas, I’ve always been curious about their partnership. I’ve grown up wearing Reebok sneakers and playing in Adidas soccer boots, so knowing if these two brands are still in cahoots is important to me. And I know I’m not alone in this line of thinking. People all around the world have been wondering whether or not Reebok is still owned by Adidas, and it’s time we finally got some answers.
From the marketing collaborations to the design collaborations, the two brands have had a storied history. However, in recent years, there have been rumblings that Adidas may be parting ways with Reebok. But before we jump to any conclusions, let’s take a closer look at the companies’ past and present relationship. Are they still owned by Adidas? Well, let’s dive in and find out.
The History of Reebok
Reebok, a British athletic footwear and apparel company, was established in 1958 by Joe and Jeff Foster. The company initially started as a companion company to J.W. Foster and Sons, which was founded in 1895 by their grandfather.
Reebok, the company’s name, was inspired by a type of African antelope called the rhebok. The name is a reflection of the company’s goal to develop a brand that is both quick and nimble, like this animal.
Initially, Reebok’s primary focus was producing footwear for athletes. However, in the 1980s, it became quite popular for casual wear due to the aerobics boom. Reebok released the first aerobic shoe, called Freestyle, which was specifically designed to meet the needs of aerobic enthusiasts. It became Reebok’s most successful shoe, selling over 20 million pairs worldwide.
Reebok’s success was boosted by its incorporation into the fitness culture, as it sponsored athletes, events and the Reebok CrossFit Games, which has become one of the most significant fitness competitions globally. In 2005, Adidas AG purchased Reebok for $3.8 billion to compete against its rival Nike in the fast-growing athletic industry.
Adidas’ Acquisition of Reebok
The year 2006 marked a significant occasion for both Adidas and Reebok. In January of that year, Adidas announced that it would be acquiring Reebok for a hefty $3.8 billion in an effort to close the gap between its main competitor – Nike.
- The acquisition was a huge win for Adidas, giving them a foothold in the American market, which has always been dominated by Nike.
- Furthermore, Reebok was a major player in the fitness and lifestyle market, a market that Adidas had yet to dominate.
- The acquisition also helped Adidas to strengthen their position in the sports apparel industry.
The acquisition made strategic sense for both companies, as they were able to combine their strengths to create a more powerful entity. Reebok had established itself as an authority in the fitness and lifestyle space, whereas Adidas had more experience and expertise in the world of sports apparel and footwear. Together, they were able to appeal to both markets, offering consumers a wider range of products and services.
Since the acquisition, Adidas has made several changes to Reebok’s operations, including restructuring and rebranding the company. Today, Reebok is still owned by Adidas, though it operates as a separate entity within the Adidas Group.
| Year | Revenue of Reebok (in million Euros) | Revenue of Adidas (in million Euros) |
|---|---|---|
| 2017 | 1,562 | 21,218 |
| 2018 | 1,442 | 21,915 |
| 2019 | 1,489 | 23,640 |
| 2020 | 1,165 | 19,783 |
The table above shows the revenue of Reebok and Adidas from 2017 to 2020. Although Reebok’s revenue has declined in recent years, Adidas has maintained its position as one of the top sportswear companies globally.
Reebok’s Impact on the Athletic Shoe Industry
Reebok, a global athletic footwear and apparel company, has been a major player in the industry for several decades. The brand has been known for its innovative designs, technologically advanced features, and high-quality products. Reebok’s impact on the athletic shoe industry has been significant, as the company has contributed to several key areas of the industry.
Reebok’s Contributions to the Athletic Shoe Industry
- Design Innovation: Reebok has been known for its innovative designs, which have helped to set the standard for athletic shoe design. The brand has introduced several key design elements, such as the Pump technology, which allows for a custom fit by inflating the shoe’s tongue, and the Hexalite cushioning system, which provides lightweight and responsive cushioning.
- Technological Advancements: Reebok has also been at the forefront of incorporating new technologies into their shoes. The brand has introduced several new technologies, such as DMX (Dynamic Motion X) cushioning, Speedwick moisture management, and NanoWeave upper, which provides superior breathability and durability.
- Cultural Impact: Reebok has had a significant impact on pop culture, which has helped to increase the brand’s popularity and visibility. The brand has collaborated with several high-profile celebrities and athletes, such as Shaquille O’Neal, Allen Iverson, and Kendrick Lamar, to create limited edition shoes and clothing lines.
Reebok’s Role in the Industry Today
Today, Reebok is still owned by Adidas, but the brand remains a major player in the athletic shoe industry. Reebok continues to innovate and introduce new technologies and designs, which have helped to drive the industry forward. The brand’s focus on sustainability and environmental responsibility has also helped to differentiate it from its competitors. With a strong legacy and commitment to innovation, Reebok is poised to continue making an impact in the industry for years to come.
Reebok’s Top-Selling Shoes of All Time
| Shoe Name | Year Released | Key Features |
|---|---|---|
| Reebok Classic Leather | 1983 | Soft-leather upper, vintage design, high-abrasion rubber outsole |
| Reebok Pump Omni Lite | 1989 | The first shoe to feature The Pump technology, Hexalite cushioning, and a high-cut design |
| Reebok Question | 1996 | Allen Iverson’s signature shoe, featuring Hexalite cushioning, suede toe cap, and a unique design |
| Reebok DMX Run 10 | 1997 | The first shoe to feature DMX technology, which provided dynamic cushioning and support |
These shoes have become iconic and have helped to solidify Reebok’s place in the industry.
The Reebok-Adidas Merger: Successful or Not?
The merger between Reebok and Adidas in 2005 was one of the biggest deals in the athletic apparel industry. However, over a decade later, the question remains: was the merger successful or not? Let’s take a closer look.
Factors that Made the Merger Successful
- The merger allowed the two brands to combine their strengths, with Adidas known for its innovative designs and Reebok recognized for its expertise in fitness products.
- Reebok’s sustainability efforts have been enhanced under the acquisition of Adidas, with the brand implementing sustainable manufacturing processes and using eco-friendly materials in their products.
- The acquisition of Reebok has allowed Adidas to expand their reach in the American market, further establishing themselves as a global leader in the sports industry.
Challenges Faced by the Merger
Despite the success factors, the Reebok-Adidas merger faced some challenges along the way, such as:
- Reebok’s financial struggles prior to the acquisition, resulting in Adidas purchasing the brand at a lower valuation than expected.
- The difficulty in integrating two distinct cultures and management styles, leading to internal conflicts and a lack of synergy between the two brands.
- A shift in consumer preferences towards lifestyle apparel, which neither Reebok nor Adidas were fully equipped to compete with.
Current Status of Reebok under Adidas Ownership
In 2020, Adidas announced that they would be selling Reebok due to the brand’s continuous decline in sales. While the sustainability efforts and expansion in the American market have been successful, Reebok’s inability to keep up with current trends and consumer demands ultimately led to its downfall.
Conclusion
The Reebok-Adidas merger had its successes and challenges, and while the acquisition enhanced Adidas’s position in the sports industry, Reebok’s decline in sales led to the decision to sell the brand. Ultimately, the success of the merger is up for interpretation depending on the focus placed on either the strengths or challenges faced by the two brands, making it a complex topic to fully assess.
Reebok’s Most Iconic Sneaker Designs
Reebok is one of the most popular footwear brands in the world. Its unique designs and high-quality construction have made Reebok one of the go-to choices for sneaker lovers worldwide. Let’s take a look at the top five most iconic Reebok sneaker designs that have stood the test of time.
1. Reebok Classic Leather
- The Reebok Classic Leather is one of the brand’s most iconic designs.
- It was first introduced in 1983 and quickly became a favorite in the sneaker community.
- It’s a simple and classic design that remains popular to this day.
2. Reebok Pump
- The Reebok Pump was first introduced in 1989 and quickly became a must-have for basketball players.
- It features a unique air bladder system that allows the wearer to adjust the fit of the shoe.
- The Reebok Pump has been re-released numerous times and remains a favorite among sneakerheads.
3. Reebok Question
The Reebok Question was designed for NBA star Allen Iverson and was first released in 1996.
Its unique design, featuring the “Question” logo and distinctive colorways, made it an instant hit among fans.
The Reebok Question has been re-released multiple times and remains a favorite among basketball fans and collectors alike.
4. Reebok Freestyle
Reebok Freestyle was introduced in 1982, and it was the first fitness shoe designed just for women.
It was designed with a low-cut design to provide better range of motion for various exercises.
The Reebok Freestyle had a significant impact on the fitness industry, and it remains an iconic look to this day.
5. Reebok Shaqnosis
| Year Released | Colorways |
|---|---|
| 1995 | Black/White, White/Black/Grey, Black/Red, Black/Grey |
| 2013 | Yellow/Black, Grey/White, Black/Grey, Purple/Teal/Black, White/Purple |
The Reebok Shaqnosis was designed for NBA superstar Shaquille O’Neal in 1995.
Its unique design, featuring a hypnotic swirling pattern, made it an instant hit among fans.
The Shaqnosis has been re-released multiple times, including limited edition colorways, and remains a favorite among collectors.
Reebok’s iconic sneaker designs have been around for decades and continue to be popular among sneakerheads worldwide. From the simple and classic look of the Classic Leather to the unique patterns of the Shaqnosis, these designs have stood the test of time and remain favorites to this day.
Reebok’s Celebrity Endorsement Deals
Reebok has always been a brand that utilizes celebrity endorsements to promote its products. From basketball players to musicians, Reebok has partnered with some of the biggest names in entertainment to increase brand awareness. Let’s take a closer look at some of their most notable celebrity endorsement deals:
- Kendrick Lamar: In 2014, Reebok signed a deal with multi-platinum rapper Kendrick Lamar, who released a limited edition version of their Classic Leather sneaker. Lamar’s association with Reebok included promotional events and special product releases until 2018.
- Cardi B: In 2018, Reebok signed a deal with Grammy-winning rapper Cardi B. She became the face of the brand’s Aztrek sneaker and even designed her own collection of shoes for the company. Her deal with Reebok has been renewed for another year in 2021.
- CrossFit athletes: Reebok has become synonymous with CrossFit due to their long-standing sponsorship of the CrossFit Games. They have partnered with several elite athletes in the sport, including Rich Froning, Dan Bailey, and Annie Thorisdottir.
- Rick Ross: Rapper Rick Ross collaborated with Reebok in 2013, releasing a special edition of the classic ‘90s workout shoe, The Workout. Ross was also featured in a Reebok commercial alongside Shaquille O’Neal and Tyga.
- Shaquille O’Neal: Retired NBA superstar Shaquille O’Neal has had a long-standing relationship with Reebok. His signature shoe, the Shaq Attaq, was one of the most popular sneakers of the ‘90s. He has since released several new editions of the shoe, and continues to work with Reebok.
- Ariana Grande: In 2018, Reebok announced a deal with pop star Ariana Grande, who became the face of the brand’s athletic wear line. Grande’s collaboration with Reebok includes a collection of shoes and apparel that aim to promote a healthy and active lifestyle.
Conclusion
Reebok’s celebrity endorsement deals have helped the brand to stay relevant and reach new audiences. By partnering with some of the biggest names in entertainment, Reebok has been able to create buzz around their products and build a loyal following. As the brand continues to evolve, we can expect to see more exciting partnerships and collaborations in the future.
| Pros | Cons |
|---|---|
| Increased brand awareness | Costly to maintain celebrity partnerships |
| Creates buzz around products | Risk of negative association if celebrity faces controversy |
| Attracts new audiences | Celebrities may not align with brand values |
Overall, celebrity endorsements can be a powerful tool for brands like Reebok. However, it’s important to carefully consider the pros and cons before entering into any partnership. By choosing the right celebrities and carefully managing those relationships, Reebok has been able to create successful campaigns and build a strong brand reputation.
Reebok’s Future Under Adidas Ownership
Since Adidas acquired Reebok in 2005 for a whopping $3.8 billion, the brand has undergone many changes to adapt to Adidas’ business strategy. Here are some of the latest developments in Reebok’s future,
- Focusing on Fitness: Reebok has shifted its focus to fitness by partnering with fitness influencers and creating workout gear. This move aligns with Adidas’ overall strategy to target a more active and health-conscious audience.
- Product Innovation: Reebok has been investing heavily in product innovation, such as its Liquid Factory technology, which uses 3D printing to create customized shoes quickly and efficiently.
- Exiting Asia Market: Reebok has decided to exit the Asia market due to the intense competition and challenging marketplace.
Despite these developments, questions still remain about Reebok’s future under Adidas ownership. Some industry experts speculate that Adidas may consider selling Reebok due to its declining sales and weaker market position compared to Adidas’ other brands like Yeezy and Boost. Others believe that Adidas is committed to reviving Reebok’s appeal and will continue investing in the brand’s development.
According to a recent report by Brand Finance, Reebok’s brand value has decreased by 44% since Adidas’ acquisition. However, Adidas CEO Kasper Rorsted has publicly stated his commitment to rejuvenating the Reebok brand, despite acknowledging that Reebok has “unacceptable profitability levels.”
Reebok’s Future Performance
While Reebok’s sales have been struggling in recent years, Adidas’ long-term investment in the brand may pay off. The fitness trend has been growing globally, and Reebok’s repositioning towards fitness may attract a younger audience.
Furthermore, Reebok has been successful in launching several new collections and limited edition collaborations with high-profile brands like Pyer Moss and Victoria Beckham. These collections attracted critical acclaim and could translate to increased sales and brand appeal.
Reebok’s Acquisitions and Collaborations
Reebok has been quite active in collaborating and acquiring other brands to expand its offerings and appeal. Some of its notable partnerships include the following:
| Year | Acquisitions/Collaborations |
|---|---|
| 2014 | Reebok X Keith Haring |
| 2015 | Reebok X Kendrick Lamar |
| 2020 | Reebok X Cardi B |
| 2021 | Reebok X Maison Margiela |
Reebok’s collaborations and acquisitions have been successful in generating buzz and introducing the brand to new audiences. Its partnership with Cardi B, for instance, generated over 4 billion media impressions. Furthermore, Reebok’s acquisition of the athleisure brand, Noble Project, allows it to expand its offerings and appeal to a broader audience.
Is Reebok still owned by Adidas?
- Is it true that Adidas acquired Reebok?
Yes, Adidas acquired Reebok in 2005 for $3.8 billion. - Did Reebok become a subsidiary of Adidas?
Yes, Reebok became a subsidiary of Adidas after the acquisition. - Does Adidas still own Reebok?
Yes, Adidas still owns Reebok as of 2021. - Has Adidas made any changes to Reebok’s operations since the acquisition?
Yes, Adidas has made several changes to streamline Reebok’s operations, including cutting down its retail stores and focusing on e-commerce. - What is the current status of Reebok under Adidas?
Reebok is now considered a ‘turnaround’ brand under Adidas, with efforts to revitalize its sales and profitability. - Are there any plans for Adidas to sell Reebok in the future?
Yes, Adidas announced in 2020 that it plans to sell Reebok by 2021 but has yet to find a buyer. - What will happen to Reebok if Adidas sells it?
It depends on the buyer and its plans for the brand. Reebok could potentially become an independent company or merge with another brand.
Closing Thoughts
Thank you for taking the time to read this article about the ownership of Reebok. As of now, Reebok is still a subsidiary of Adidas and is undergoing efforts to turn the brand around. However, there is a possibility that this ownership may change in the future. We hope you found this information helpful and informative. Please visit us again for more interesting updates and news.