Authentic Brands Will Buy Reebok for $2.5 Billion

The brand management firm is switching from distressed opportunities to solvent properties

Join marketing leaders from Amazon, Macy’s and more at Commerceweek to learn how to create engaging experiences that deliver value for customers. Sign up by March 20 to save 50%.

Following a highly competitive months-long auction process conducted by parent company Adidas, sneaker brand Reebok finally found a buyer.

Authentic Brands Group, which has been scooping up notable retail and consumer brands for the past decade, is making its largest purchase to date with the acquisition valued at about $2.5 billion (€2.1 billion).

The all-cash deal is expected to close in the first quarter of 2022, with Reebok’s headquarters remaining in Boston.

A global footprint

A spokesperson for the brand management firm said Reebok was particularly attractive given its large international footprint.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in