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Behind the breakup of Adidas and Reebok

Reebok is collaborating with celebrities like Cardi B and Ariana Grande. Image: Reebok.
Fifteen years after sportswear giant Adidas pinned its hopes on a Reebok acquisition to arm the company in its battle against arch rival Nike, the two brands are parting ways. Authentic Brands Group (ABG) purchased Reebok last week for US$2.5 billion; US$1.3 billion less than Adidas paid for it back in 2006. While Adidas CEO Kasper Rorsted’s valiant efforts helped Reebok return to profitability in recent years, it couldn’t perform at the level expected at Adidas. “Reebok has been a valued