Part 7/9:
In 2006, Adidas acquired Reebok for $3.8 billion, aiming to consolidate marketing power against Nike. However, instead of a revival, Adidas executed a stark turnaround. They scaled back Reebok's involvement in major sports leagues, rebranding it away from mainstream sports to focus primarily on fitness. The NBA and NFL deals were stripped, and Reebok's visibility in the professional sports landscape diminished considerably.
By 2012, Nike regained control over NFL contracts, and soon enough, Reebok became a shell of its former self—not the dominant empire it once was, but more akin to a niche fitness brand, focusing primarily on cross-training and functional wear.