Andrea Felsted, Columnist

Adidas Bet on the Rebirth of Reebok. Has It Paid Off?

Even as “Dad” sneakers became trendy, the retro shoe brand couldn’t quite achieve cool. But admitting defeat is difficult.

November 11, 2020 at 6:00 AM UTC

By Andrea Felsted

Andrea Felsted is a Bloomberg Opinion columnist covering consumer goods and the retail industry. Previously, she was a reporter for the Financial Times.

Made for walking.
Photographer: Jean Chung/Getty Images AsiaPac

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Will Dad sneakers be enough to save Reebok?

Bloomberg News has reported that Germany’s Adidas AG is exploring a sale of the shoe brand, which could be worth between about 1.5 billion euros ($1.8 billion) and 2.5 billion euros. Private equity groups Permira and Triton are circling the division, the Financial Times reported on Sunday.