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Adidas launches Reebok auction, China row may dent Asian interest

May 5, 2021

Adidas has launched the sale of its Reebok brand in an auction which risks being affected by a political row over possible forced labour in China’s western Xinjiang region. Adidas bought the U.S. fitness label for $3.8 billion in 2006 to help compete with arch-rival Nike, but its sluggish performance led to repeated calls from investors to dispose of the brand, which is now expected to fetch only around 1 billion euros ($1.2 billion). Reuters