Adidas bought the Reebok brand about 15 years ago to better compete with its traditional American rival, Nike. However, Reebok’s poor results have led to repeated calls from shareholders for the company to get rid of the brand.
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Meanwhile, the German company has succeeded in consolidating the position of its main brand Adidas in the United States. Collaboration with celebrities, such as rapper Kanye West and singer and actress Beyoncé, contributed to this, Reuters reported.
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Adidas announced in February that it plans to sell the Reebok brand. The company now intends to focus on strengthening the position of its main brand Adidas in the global sporting goods market.
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