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Adidas, looking to match its powerful position in the international sports community here in the U.S., and to possibly overtake category leader Nike, has unveiled a deal to acquire Reebok International. When completed, the acquisition would give Adidas about 20 percent of the U.S. sports shoe market, Brandweek reports. Together, the companies would have about $12.3 billion in annual sales, compared with Nike’s $13.7 billion.
Adidas is the official sponsor and supplier of the FIFA 2006 World Cup, David Beckham is one of the company’s lead endorsers, and last month the company signed Andre Agassi to an exclusive deal, ending his 17-year relationship with Nike. Reebok endorsers include Allen Iverson, Yao Ming, Curt Schilling, Manny Ramirez, and Donovan McNabb, as well as hip-hop stars Jay-Z and 50 Cent.
Adidas America - division of Adidas-Solomon - spent $62 million on media in 2004 and $32 million through May of this year, according to Nielsen Monitor-Plus. Reebok spent $41 million in 2004 and $24 million through May of this year. Nike spent $282 million in media on 2004, and $128 million through May of this year.
TBWA and 180 in Amsterdam share Adidas’ global business. Mcgarrybowen is Reebok’s lead agency.
The deal is expected to close in the first half of 2006. Adidas-Salomon plans to change its name to Adidas after selling its Salomon ski and winter sports division.
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