Why has Adidas set Reebok free? Here’s what went wrong

After years of speculation, Adidas finally announced last week that it is disposing its Reebok brand. Reebok was acquired by Adidas in 2006 for €3.1 billion, but is expected to fetch just over €1 billion in a sale, underlining its long decline. The rationale for the deal was that by joining forces, both brands could better fend off the dominance of Nike, but what appears to have happened is that strong growth of the Adidas brand came at the expense of Reebok. If Reebok had been a hostage, we