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Will the ABG Playbook Work at Reebok?

Adidas is selling the sneaker brand for about $2.5 billion, after finding success in recent years by mining the archive and partnering with celebrities and designers. The deal also reunites the brand with Shaquille O’Neal, the face of Reebok during its glory days.
Reebok. Getty Images
German sportswear maker Adidas has entered into an agreement to sell Reebok to Authentic Brands Group for $2.5 billion. Getty Images.

Adidas

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