Icon: enlarge
Expired:
Classic
Reebok
sneakers always work.
Adidas wants to get rid of the brand anyway.
Photo: Wang Yue / Visual China Group / Getty Images
Patience is not exactly one of
Kasper Rorsted's
strengths
(58).
A number of board members and top managers have experienced this since the great chairman took office in 2016.
Rorsted exchanged them so quickly when they missed the target that they could hardly lace their sneakers.
With his US brand Reebok, however, Rorsted remained patient for a long time.
The new boss wanted to prove that he can polish a battered brand.
Now he gives up: Reebok is sold.
The internal team responsible for this is in place and confidentiality agreements have been signed.
The deal should be through by March 2021, when Rorsted will present his first own five-year strategy.
Then Adidas would only consist of Adidas - finally, as many investors are likely to add with a sigh.
An Adidas spokesman declined to comment on the information.
Icon: enlarge
Reebok project failed:
Kasper Rorsted
Photo: Daniel Karmann / dpa
One thing is clear: Reebok is the most expensive mistake in the history of the sporting goods manufacturer.
Rorsted's predecessor
Herbert Hainer
(66) took over the brand in 2006 primarily to be able to
stand up
to world market leader Nike in the USA.
With Reebok, Adidas had 10.1 billion euros in sales - the gap to Nike shrank to a manageable 2 billion.
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