Adidas Reebok merger case study

There have been many amalgamations and acquisitions in the athleticss goods industry in the recent old ages which has been chiefly driven by lifting competition and industrial. Adidas acquired the Salomon Group in 1997 for $ 1.4 billion, Nike acquired Converse in 2000 for $ 305 million and Reebok acquired The Hockey Company in 2004.

Adidas and Reebok – Two mega trade names

In August 2005, Adidas Salomon announced its programs to get Reebok for an estimated value of a‚¬3.1 billion ( $ 3.78 billion ) . In 2005, Adidas had a market capitalisation of about $ 8.4 billion and net income of $ 423 million on gross revenues of $ 8.1 billion. Reebok reported gross revenues of approximately $ 4 billion and net income of $ 209 million on gross revenues in 2005.

This text is NOT unique.

Don't plagiarize, get content from our essay writers!
Order now

Adidas and Reebok competed for the 2nd and the 3rd places after Nike, the market leader of featuring goods in U.S. The intent of the amalgamation was to vie with Nike.

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!

order now


Nike was the market leader of featuring places industry in U.S. and was in front of Adidas in the association football shoe section in the European market. Harmonizing to the statistics by the Sporting Goods Manufacturers Association International, Nike had about 36 % , Reebok 12.2 % , Adidas 8.9 % market portion in the U.S. athleticss places market. Adidas held the 2nd place as the featuring goods maker globally but it was non able to set up itself in the U.S. market. Adidas as a trade name was perceived to hold merchandises that offered comfort whereas Reebok was perceived as a fashionable trade name. Nike offered both comfort and added a manner position in its merchandises. Adidas emphasized on athletics whereas Reebok on life style and manner quotient of the merchandise. Both the companies realized that their opportunities to vie against Nike were much better if they were together.

Adidas was besides confronting steady competition from Puma, the No. 4 featuring goods trade name in the U.S. Puma had disclosed its future enlargement programs into new sportswear sections and increase in the market keeping in the sportswear industries.

For the amalgamation to turn out a success the challenge faced by both the companies was to convey the different civilizations of the two companies together i.e. Adidas ‘s German civilization of control, production and technology and Reebok ‘s U.S selling civilization.

The ADDY and RBK Merger – Impossible is Nothing

Adidas completed its acquisition of Reebok International Ltd on January 31, 2006. This amalgamation provided the Adidas Group with addition in the market portion globally and in the U.S in the athletic footwear and dress markets. Adidas ‘s presence after the amalgamation increased to a‚¬9.5 billion ( $ 11.8 billion ) globally.

The amalgamation of Adidas and Reebok marked a whole new chapter in the history of the Adidas Group. By the amalgamation of the two of the most noteworthy and good known trade names in the planetary sporting goods industry, the new company will bask a stronger presence in the planetary markets, good defined trade name individualities, and a strong competitory worldwide platform.

The trade names of Adidas and Reebok were kept separate because each trade name had its ain individuality and value. The company continued to sell merchandises under the several trade name names and labels.

Is the Adidas Reebok amalgamation working?

Adidas plus Reebok is equal to better competition with giant Nike

Nike was the leader in U.S, and had about 36 % market portion in the athletic-footwear market as compared with Adidas 8.9 % and Reebok with 12.2 % . So they decided to turn both trade names together, so that they can turn faster than there rival. . In 2006, Adidas acquired Reebok in a US $ 3.1 billion trade. Reebok was seen as a fashionable or hep trade name whereas Adidas was perceived to hold good quality merchandises. Reebok is strong in tennis, fittingness and hoops, while Adidas has a clasp on association football and squad athleticss. The amalgamation was aimed at assisting Adidas increase its portion in the U.S. market and better compete with market leader Nike Inc. and 4th ranked Puma AG. For a successful amalgamation, the challenge was to incorporate Adidas ‘s German civilization of control, technology, and production and Reebok ‘s U.S. marketing-driven civilization. Clearly the opportunities of viing against Nike were for better together than individually.

The Reebok acquisition was seen as a cardinal factor in turning the Adidas trade name in developing and fashion- orientated markets of Asia like China, Korea, and Malaysia. Furthermore, Reebok already had marketing affiliations in China and Adidas did non hold to cover all China sections.

Adidas and Reebok claimed that the amalgamation was decided upon because of the realisation that their single ( company ) ends would be best accomplished by fall ining alternatively of viing. Nike International Inc. ( Nike ) was the common rival for both Reebok and Adidas.

Adidas-Fourth One-fourth 2007 public presentation

There is an advantage to a retail merchant to make concern with a combined company because of the other concerns the company is in, it helps in take downing costs. Adidas reported its 4th one-fourth consequences for 2007 ( October-December, 2007 ) . The consequences were helped by lower buying costs ensuing from its acquisition of Reebok and improved gross revenues.

In U.S, Nike spent $ 85 million on advertisement, while Adidas spent $ 47 ; Reebok $ 26. The trade addition those sums. In this manner they increased there strength by uniting in media purchasing.

Its net income rose to a‚¬21 million from a‚¬13 million a twelvemonth earlier. Gross saless increased to a‚¬2.4 billion compared with about a‚¬2.3 billion in 2006. In 2007, entire annual net incomes were a‚¬551 million, up 14 per centum from a‚¬483 million in 2006. Gross saless for the twelvemonth rose marginally to a‚¬10.3 billion from a‚¬10 billion in 2006.

Adidas vs. Reebok unit public presentation

Both the companies estimate nest eggs from the amalgamation of $ 120 million within the first three old ages from selling, distribution and operations nest eggs and layoffs. The Adidas trade name had gross revenues deserving a‚¬7.1 billion while Reebok had gross revenues deserving a‚¬2.3 billion.

Last twelvemonth, in 2006 the Adidas trade name had gross revenues deserving a‚¬6.6 billion to Reebok ‘s a‚¬2.5 billion. The portion monetary values of both the companies recorded an addition on the twenty-four hours of the proclamation of the trade.

Order backlog of trade name Adidas was first-class up 17 per centum which can be partially attributed to the Euro 2008 association football title and Beijing Olympics this twelvemonth. However, Reebok ‘s order backlog was down 8 per centum. Nike reported world-wide hereafters orders for athletic footwear and dress numbering $ 6.5 billion, 13 per centum higher than such orders reported for the same period last twelvemonth.

Nike was a preferable trade name because of its manner position, colourss, and combinations. Although Adidas was perceived to hold good quality merchandises that offered comfort and Reebok was perceived as a ‘cool ‘ trade name, Nike was perceived as holding both ‘hipness ‘ and quality. Meanwhile, Nike announced ( Mar 3,2008 ) that it has completed its acquisition of Umbro Plc. Nike ‘s Umbro coup d’etat is an attempt to consolidate its place in the football market where Adidas has performed good. Last twelvemonth, Nike ‘s CEO Mark Parker Outlined a brave program to increase the company ‘s concern to $ 23 billion in gross by 2011. Will Nike make it or will the Adidas-Reebok amalgamation spoil its programs, still remains to be seen.

Reebok and Adidas: A Good Fit

  • Their amalgamation could set the Company on the fast path. Then once more, Nike may still turn out to agile to catch.Then they could assure to be a good rival for Nike and coult being its leading in danger.
  • The amalgamation of Reebok International ( RBK ) and Adidas-Salomon AG ( ADDYY ) , announced Aug. 3 2005 by the companies was the perfect lucifer to take the planetary sporting goods.
  • A combination of Reebok International ( RBK ) and Adidas-Salomon AG ( ADDYY ) , announced Aug. 3 by the two companies, is one of those amalgamations with which it ‘s hard to happen mistake.

Market portion

  • In 2004 ( Harmonizing to the Sporting Goods Manufacturers Association International )
  • Nike was the market leader in the athleticss goods industrty. In 2004, it had about 36 % market portion in the athletic-footwear market
  • Adidas has 8.9 % of the U.S. market and
  • Reebok 12.2 % .
  • The U.S. ranks as the universe ‘s biggest athletic-shoe market, accounting for half the $ 33 billion spent globally each twelvemonth on athletic places.
  • US is laeding market in the athleticss places industry and histories all most half of the dollar 33 billion of the planetary market in a athletics places.

Subsequently Merger

SURGING STOCK-After the amalgamation of Adidas and Reebok was announced, Reebok closed up $ 13.19, or 30 % , to $ 57.14. Adidas portions increased up 7 % , to $ 192.96, in Frankfurt.

HIP-HOP NATION- Both Adidas and Reebok after the amalgamation reported a one-year economy of dollar 150 million from their combined operations but for the Adidas to turn out a successful amalgamation with Reebok was direction of its portfolio and executing of new merchandises and selling program and to congratulate each other as a trade name.

Transaction Detailss

Germany ‘s Adidas-Salomon agreed to purchase Reebok International for 3.1 billion euros ( $ 3.78 billion ) , or $ 59 a portion — a 34 % premium over the $ 43.95 at which its portions closed the twenty-four hours before the proclamation. Adidas has a market capitalisation of about $ 8.4 billion, and reported net income of $ 423 million last twelvemonth on gross revenues of $ 8.1 billion. Reebok reported net income of $ 209 million on gross revenues of approximately $ 4 billion.

The chief market for Adidas was the upper terminal public presentation places while Reebok focused on in-between monetary value section of the market.

Reebok focused fundamentally on its appreal licencing with the NFL & A ; the NBA. whereas Adidas emphasized to sell high public presentation places in those athleticss where Reebok ‘s trade name value was low.

Singing Praise: – Both Reebok and Adidas were two mega trade names of the planetary athleticss wear industry, each holding its ain strength. The motivation of motivation of these two companies were to cosine their strengths & A ; be a steady rivals to Nike

While Reebok and Adidas concentrated their merchandise lives & A ; selling around, Nike emphasized on hip hop universe. Nike to increase its market portion besides parented with assorted design & A ; top terminal record for particular edition in its air force 1 & A ; stuff shots lines.


Adidas and Reebok merge was an ideal amalgamation but for the amalgamation to turn out a success both the companies had to cosine their cultural differences ie. Adidas ‘s German civilization and Reebok ‘s US civilization.

Adidas German civilization of control, production & A ; technology & A ; Reebok US marketing goaded civilization will adversely impact the market of the merged company as Nike is already excessively in front in the race of taking the market in the US.

Adidas faced fiscal differences in 1990 ‘s. it about went belly-up earlier Gallic funding Robert louis Dreyfus recurred it and revived it to be a planetary giant. He restructures the company and made great alterations in Adidas selling runs.

Reebok was besides confronting tough fiscal jobs in 1990 ‘s. Nike seeing an chances went in front to take the the US market with the “ public presentation goaded civilization ” .

Post amalgamation public presentation

7th March,2007 -Adidas Group ‘s slogan is “Impossible Is Nothing.” But since the No. 2 sporting-goods shaper announced in August, 2005, that it would snarl up rival Reebok for $ 3.8 billion to derive a firmer terms in the U.S. and challenge market leader Nike ( NKE ) , the company has yet to turn out that the jazz band will work.

True to its mantra, nevertheless, Adidas says it ‘s rushing flat-out to do its affiliation with Reebok a victor. The company has closed mills in Indonesia and is shifting the Reebok trade name to widen its entreaty. “Our focal point this twelvemonth will be on acquiring Reebok back onto a growing path, ” Adidas Chief Executive Herbert Hainer said in a statement. “It ‘s traveling to take clip, but we ‘re traveling in the right direction.”

As portion of that move, the company is raging up its gross revenues and selling attempts. It ‘s cut downing trust on low-traffic, shopping-mall-based mercantile establishments and puting Reebok dress and footwear in higher-end section shops and larger sporting-goods ventures. Adidas has besides enlisted star NFL signal caller and Super Bowl MVP Peyton Manning, actress Scarlett Johansson, and other celebrated faces to assist establish a series of new merchandises planned in the 2nd one-fourth.

The company says it expects these attempts to increase gross revenues of the Reebok trade name this twelvemonth in the “low-single-digit” scope. Adidas expects its gross border in 2007 to be between 45 % and 47 % , thanks to “improvements in all three trade name segments.” For the group, the company expects gross revenues in 2007 to turn in the “mid-single-digit” scope

Related essay samples:

  1. Adidas And Reebok Are Facing Tough Compition Marketing Essay
  2. Adidas Promotional Campaign
  3. Introduction To Footwear Industry Marketing Essay
  4. Addidas and Nike
  5. FIVE that particular supplier.there is huge distribution
  6. Pest Analysis Of Nike Essay
  7. Nike vs Adidas
  8. Cheat on Your Girlfriend, Not on Your Workout Essay Sample
  9. Nike Case Study Essay
  10. Sneakers
  11. Adidas And Reebok Core Competencies Marketing Essay
  12. Marketing communication strategies and mix adopted by Adidas and Reebok
  13. Stanley Black And Decker Ma Analysis Merger Finance Essay
  14. Porters Five Forces Analysis For Nike
  15. Former Athlete Nikes Brand Marketing Essay