em 2005, Adidas Finalizou sua aquisição da marca de roupas esportivas de pares, Reebok. Na época, a Adidas esperava que a aquisição transformasse a empresa em um grande concorrente contra Nike, particularmente nos EUA.
Desde então, a marca Adidas se fechou na Nike - agora vale cerca de metade da marca Nike versus menos de um terço do valor da Nike em 2007.
On the other hand, Reebok’s performance has been flat, and the brand is no longer worth what it was when Adidas first acquired it. Adidas paid just under €3 billion for the Reebok business in 2005, and today there are rumours that a sale could be made for €2 billion or less. Of the €3 billion paid by Adidas, over half resided in the brand. Over the years, Adidas has disclosed the value of the Reebok brand - from first recognising it at €1.7 billion in 2006 following the acquisition, to its latest financial statements which note that the carrying amount now stands at €733 million.
Our analysis over a similar time frame mirrors these results – the first measurement of the Reebok brand value at 1st January 2008 estimated the brand value at €1.8 billion, and our latest valuation at 1 ST JANEIRO 2021 Estima o valor em 765 milhões de euros. Nossas avaliações são baseadas nos primeiros princípios usando dados financeiros disponíveis ao público. Apesar disso, nossas avaliações são consistentes com as calculadas com o acesso total às informações de gerenciamento - uma prova do rigor do nosso estudo anual de avaliação da marca pública. Houve alguns esforços importantes para renovar a marca Reebok ao longo dos anos. Os clássicos da Reeboks, populares na década de 1980, foram relançados há alguns anos, de acordo com a tendência de volta aos "treinadores do pai". Em uma tentativa de conquistar os clientes por meio de um nicho diferente, a Reebok iniciou seu patrocínio do CrossFit em 2010.
The drop in Reebok brand value under Adidas ownership has been driven by a competitive market, while Reebok has struggled to find its niche appeal. There have been some major efforts to revamp the Reebok brand over the years. Reeboks Classics, popular in the 1980s, were relaunched a couple of years ago in line with the trend back to “dad trainers”. In an attempt to win over customers via a different niche, Reebok began its sponsorship of CrossFit in 2010.
Esta atividade de busca de alma que procura nicho foi paralela a várias rebrands. Antes da aquisição, no final dos anos 90, a Reebok retirou o Union Jack de seu logotipo em vez do icônico logotipo do vetor. Várias atualizações de identidade visual se seguiram, o mais notável sendo o logotipo "Delta" que foi adotado em 2014. Esse movimento foi revertido logo depois, e o delta foi substituído pelo logotipo do vetor do final dos anos 90 em 2019. || 119
Although the Reebok brand has faced some turbulence in the past couple of decades, its history spans all the way back to 1958. With a legacy in sports shoes and a track record in high-profile endorsements, there may be a brighter future ahead for the Reebok brand yet. In the early 2000s, Reebok signed major sports jersey partnerships with the NBA, the NFL, and the NHL. These sponsorships have subsequently been passed to Nike and Adidas, but new ownership and strategic direction of Reebok could bring back some of its former sporting glory.
According to our latest Brand Finance Global Brand Equity Monitor, fans of basketball, American football and ice hockey in the US are all more likely to consider Reebok, Adidas, and Nike than non-fans. But the boost in purchase consideration for Reebok is greater among NBA fans than fans of either the NHL or NFL. This suggests that a steer towards basketball, leveraging Reebok’s heritage in footwear would be the strongest path ahead for Reebok post-separation from Adidas.
Here at Brand Finance, we bridge the gap between marketing and finance. We have experiência multidisciplinar em finanças, licenciamento de marcas, pesquisa de mercado e análise. We help clients to understand, optimize and leverage the value of their brands.
