Strategic Benefit of Adidas-Reebok Acquisition

Topics: Adidas, Reebok, Tracy McGrady Pages: 2 (499 words) Published: July 8, 2007
--Extended geographic reach and more balanced sales profile. Reebok complements adidas's international profile and enhances adidas's strong position in North America. North America represents approximately 50% of the global sporting goods market, and with Reebok, the adidas Group's North American sales will more than double to EUR 3.1 billion (U.S. $3.9 billion). In Europe and Asia, adidas enjoys stronger brand recognition, and has significant marketing expertise and insights. adidas expects to use this expertise to further develop Reebok's global presence. --World-class and talented employees. Both adidas-Salomon and Reebok bring an exceptional team of talented and experienced employees to the new group. As a result of this transaction, Group employees will have even more exciting job opportunities. --Broader portfolio of world-renowned brands. The combined entity will have a more complete portfolio of brands that caters to a global consumer base. The portfolio will be anchored by two brands with well-defined identities - adidas, a leader in sports performance with a European heritage, and Reebok, an American leader in sports and lifestyle products. With its broad portfolio of brands, including adidas, Reebok, TaylorMade, Rockport, Greg Norman Collection, MAXFLI, CCM, Jofa and Koho, the adidas Group will be able to offer footwear, apparel and hardware products based on cutting-edge technology, trend-setting street wear and classic design. --A more complete product offering in key sports categories. The new adidas Group will have a stronger presence in American sports and a complete product offering that addresses key sports categories, including soccer, basketball, running, American football, hockey, tennis, training, outdoor and golf. --Stronger presence across teams, athletes, events and leagues. adidas expects that the combined Group's strong presence across teams, athletes, events and leagues will enable it to substantially increase the worldwide...
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