The world of athletic footwear is a complex tapestry woven with threads of competition, collaboration, and corporate maneuvering. Two prominent names in this world, Adidas and Reebok, have shared a fascinating and ultimately separated history, leaving consumers with questions about sizing, ownership, and the future of both brands. This article delves into the intricacies of Adidas and Reebok sizing, explores the reasons behind Adidas' sale of Reebok, and clarifies the current ownership status of both companies.
Is Reebok Owned by Adidas? Does Adidas Own Reebok?
The short answer is no. As of March 2022, Adidas no longer owns Reebok. The German sportswear giant sold Reebok to Authentic Brands Group (ABG), a brand development company, for €2.1 billion. This marked the end of a nearly two-decade-long relationship between the two brands. While Adidas acquired Reebok in 2005, aiming to expand its market share and diversify its product portfolio, the partnership ultimately failed to deliver the expected synergies and returns on investment. The decision to sell Reebok was a strategic move by Adidas to focus on its core brands and streamline its operations.
The sale of Reebok signifies a significant shift in the athletic footwear landscape. For years, the two brands coexisted under the Adidas umbrella, often leading to confusion amongst consumers regarding their respective sizing and product offerings. Now, with Reebok under new ownership, the brands are charting separate courses, each with its own distinct identity and strategic direction.
Adidas Size Chart vs. Reebok: A Sizing Comparison
One of the lingering questions for consumers, particularly those familiar with both Adidas and Reebok products, is whether the sizing is consistent across both brands. The answer is nuanced. While both brands use generally standard sizing systems, there can be subtle differences in the fit and feel of shoes across their respective lines. There's no universally consistent conversion chart between Adidas and Reebok sizes. The fit can vary depending on the specific model, the type of shoe (running, training, casual), and even the materials used in construction.
For example, a size 10 Adidas running shoe might feel slightly different from a size 10 Reebok running shoe. This difference can be attributed to factors such as the shoe's last (the mold used to shape the shoe), the width of the shoe, and the overall design. One brand might have a narrower or wider fit than the other, even within the same size.
Why is Adidas Selling Reebok?
Adidas' decision to sell Reebok wasn't impulsive. It was the culmination of years of strategic evaluation and a recognition that the Reebok brand wasn't performing as expected within the Adidas portfolio. Several key factors contributed to this decision:
* Underperformance: Reebok consistently underperformed compared to Adidas' own brands. Despite significant investment, Reebok failed to achieve the projected growth and profitability targets. The brand struggled to establish a clear identity and compete effectively against other major players in the athletic footwear market.
* Strategic Focus: Adidas wanted to concentrate its resources and efforts on its core brands, including Adidas Originals, Adidas Performance, and other emerging lines. This strategic refocusing aimed to maximize efficiency and improve overall profitability. By divesting Reebok, Adidas could dedicate more resources to its stronger performing brands and innovative product development.
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