Inside Reebok’s Comeback Plans After Adidas’ Sale to Authentic Brands Group

November 28, 2022

It’s been less than a year since Authentic Brands Group (ABG) closed its acquisition of Reebok from Adidas for $2.5 billion, yet the heritage athletic brand already has a different energy.

With Adidas no longer in control of Reebok, Krinsky outlined the brand’s plans to gain ground in the ultracompetitive athletic marketplace, repeatedly using the word resurrection. FN