Is Reebok Still Owned by Adidas?

As someone in the sportswear industry at FuKi Gymwear, I often hear people ask:
“Is Reebok still owned by Adidas?”

The short answer: No. Reebok is no longer owned by Adidas.
In 2021, Adidas sold Reebok to Authentic Brands Group (ABG), a U.S.-based brand management company.

Let’s explore what happened, why the ownership changed, and what it means for the sportswear market.

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Table of Contents

• Who Owns Reebok Today?
• Why Did Adidas Sell Reebok?
• Impact of the Ownership Change
• FuKi Gymwear – Helping New Brands Grow
• Comparison: Adidas vs Reebok vs Nike
• FAQs
• Conclusion

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Who Owns Reebok Today?

• Since 2021, Reebok has been owned by Authentic Brands Group (ABG).
• Adidas acquired Reebok in 2006 for $3.8 billion but sold it for about $2.5 billion.
• Today, Reebok operates under ABG with a focus on fitness, retro sneakers, and lifestyle wear.

👉 Source: Reebok Official.

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Why Did Adidas Sell Reebok?

Adidas bought Reebok to compete with Nike in the U.S. market. However:

1. Limited growth – Reebok underperformed compared to Adidas’ core brand.
2. Shift in strategy – Adidas decided to focus on its own global strength.
3. Better fit with ABG – ABG specializes in reviving lifestyle brands.

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Impact of the Ownership Change

• Adidas → Focuses on football, running, and collaborations.
• Reebok (under ABG) → Focuses on heritage sneakers, fitness, and retro appeal.
• Market result → Both brands can grow without overlapping too much.

👉 Related read: Who Is Under Armour Owned By?

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FuKi Gymwear – Helping New Brands Grow

At FuKi Gymwear, we know ownership changes matter less than brand positioning. Reebok’s revival shows that even established brands need fresh strategy.

What we provide for fitness startups:

• ✅ Low MOQ starting at 100 pcs per style.
• ✅ Eco-friendly fabrics: organic cotton, recycled polyester, bamboo.
• ✅ Private-label customization: logos, trims, packaging.

This allows new brands to compete—even against global names.

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Comparison: Adidas vs Reebok vs Nike

Brand	Current Owner	Focus Areas	Market Position
Adidas	Public company (Germany)	Football, streetwear, collabs	#2 global sportswear
Reebok	Authentic Brands Group (USA)	Fitness, retro sneakers, lifestyle	Smaller, niche growth
Nike	Public company (USA)	Innovation, lifestyle, running	#1 global sportswear

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FAQs

Q1: Is Reebok still owned by Adidas?
👉 No. Since 2021, it’s owned by Authentic Brands Group.

Q2: Why did Adidas sell Reebok?
Because Reebok underperformed and Adidas wanted to focus on its core brand.

Q3: Is Reebok still popular?
Yes—especially for retro sneakers and CrossFit-style fitness gear.

Q4: What can new brands learn from this?
That clear positioning matters more than just being part of a big company.

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Conclusion

So, is Reebok still owned by Adidas?
✅ No. Reebok is now part of Authentic Brands Group (ABG).

The lesson: brands survive and thrive when they adapt their identity and focus.

At FuKi Gymwear, we help activewear labels build strong identities with custom, sustainable, and private-label activewear solutions.

👉 Start your journey here: Contact FuKi Gymwear.