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The global sportswear manufacturer announced it has begun to assess strategic alternatives for the Reebok brand as part of the development of its new five-year strategy.
Adidas said the strategic alternatives include both a potential sale of Reebok as well as Reebok remaining a part of the company. A decision is to be announced in March, when the company is expected to officially present its new strategy.
Adidas, which acquired Reebok in 2006, said that as a result of the successful implementation of the turnaround plan "Muscle Up" initiated in 2016, the brand was able to significantly improve its profitability and returned to the profit zone in 2018, two years earlier than initially planned under "Muscle Up". In 2019, Reebok also returned to the growth path, with double-digit growth in its home market North America, and global sales up 2% on a currency-neutral basis compared with the previous year.