Adidas To Sell Reebok - Comeback Of Reebok In Football Anytime?
Feb 17, 2021, by Chris
Update: Adidas officially announced that they are looking to sell off Reebok, 15 years after they acquired the Boston-based sports brand. It remains to be seen who will take over Reebok and, until we know it, the future strategy of the brand is up in the air.
a comeback of Reebok to football is unlikely in the near future
In fact, Reebok focused on the women's and fitness sector in the past few years, so a comeback in football seems to be unlikely. The reports about a Reebok deal with Roma turned out to be wrong.
Fake News? Italian Newspaper Reported About Possible Reebok AS Roma Kit Deal
In quite shocking news, it was revealed by Italian newspaper Corriere dello Sport that Reebok could become the new AS Roma kit maker next season, replacing Nike. This follows on some recent news that Reebok could be sold by its owner, Adidas. We take a look at the full story.
Reebok was not always owned by Adidas, as you surely know. The company was founded in 1895 in Bolton, Lancashire, England. In August 2005, Adidas declared its intention to buy Reebok for $3.8 billion (US$). The takeover was completed with partnership in January 2006.
SURPRISE: Roma to Sign Reebok Kit Deal?
SURPRISE: Roma to Sign Reebok Kit Deal?
Reebok ultimately left the football market in 2012
In 2005, Reebok sponsored Liverpool, Bolton, Manchester City and West Ham. Adidas took over the brand's Liverpool deal, while Reebok's last made football kits in 2011-12 (Bolton Wanderers & Köln).
Reebok's last football kits
Adidas To Present Company's New Strategy & Decision About Reebok In March 2021
The first rumors that Adidas wants to sell Reebok again emerged in October, while Adidas confirmed its plans to sell Reebok in mid-December 2020.
Adidas may choose to retain control of the Boston-based brand
Adidas said that it has “begun to assess strategic alternatives for Reebok”, with divestment being one option. No final decision on the future of the Reebok brand has been made by Adidas yet and that it may choose to retain control of the Boston-based brand.
“A decision will be announced on March 10 2021, when the company’s new strategy is officially presented,” it said.
In 2019, Reebok generated around €1.75bn in sales — less than 8 per cent of Adidas’ overall revenue. In 2007, Reebok generated nearly a quarter of Adidas' overall revenue.
Media reports in October suggested the sale of Reebok could Adidas earn around $2 billion, or barely half of what Adidas paid for it 15 years ago.
Master P And Baron Davis In Talks To Buy Reebok?
Some days ago, a report by Forbes revealed that hip-hop mogul Master P and former NBA All-Star Baron Davis are in talks to buy Reebok. The duo could acquire the iconic brand from Adidas for $2.4 billion USD.
Speaking to Forbes, Master P said, “As we focus on turning Reebok into a lifestyle brand not just a basketball brand, our most important initiative will be to put money back into the community that built this company.”
Would you like Reebok to return to football? Comment below.
AJ Auxerre 26-27 Third Kit Released
French Ligue 1 side AJ Auxerre and technical partner Macron have officially unveiled the club's new third kit for the 2026-27 season. The new release completes Auxerre's set of match wear for the campaign, following the earlier launches of their retro-inspired home kit and black away strip.
The Macron Auxerre 2026-27 third jersey is predominantly blue and centers around a broad vertical navy stripe running down the middle, framed by two thin white boundary lines. In a centrally aligned setup, both the white Macron Hero and the AJ Auxerre crest are applied in silicone on the navy chest panel. A navy crew neck collar and matching sleeve cuffs feature contrasting white tipping, while "AJ AUXERRE" is embroidered in white on the upper back neck.
Matching blue shorts featuring navy and white edge striping and blue socks with a navy band topped by white trim round off the look.
Special FC Metz Robert Pirès 26-27 Testimonial Kit Released
French club FC Metz and kit supplier Kappa have officially unveiled a limited-edition collector's shirt to celebrate the testimonial match of club icon Robert Pirès, set to take place on October 6, 2026, at the Stade Saint-Symphorien.
The special jersey pays homage to Metz's memorable 1996 kit, the season Les Grenats lifted the Coupe de la Ligue with Pirès playing a central role. Reinterpreting the distinct graphic side motif of that era, the shirt features a rich garnet base paired with an intricate geometric graphic panel running down the side, an elegant white polo collar, and a centrally placed Kappa Omini logo alongside the club's traditional Lorraine cross crest. The back showcases Pirès' famous name and number 7 in a retro font, completed by a commemorative jocktag patch at the hem.
The limited-edition jersey is available for pre-order in strictly limited numbers via Metz's online store. It will be donned on pitch during the testimonial event, which brings together legends from Metz, Arsenal, and the France national team to celebrate the career of the 1998 World Cup winner where his professional journey first began.
Brighton Become First Team to Wear Anniversary Kit in the Premier League in 18 Years
In their recent 3-0 victory over Arsenal, Brighton debuted a special 125th-anniversary kit, making them the first team since Manchester United in 2008 (who marked the 50th anniversary of the Munich air disaster) to wear a commemorative jersey in the Premier League.
Clause 13, Section M of the Premier League regulations strictly limits clubs to three registered kits per season, making special exemptions exceptionally rare.
Other kit exemptions over the years have been few and far between: Man City wore a one-off gold sponsor detail on the final day to celebrate their title triumph in the last match of the 20-21 season, while Newcastle had to turn a pre-match tee into an official match kit to fix an emergency kit clash against Brighton in 22-23.
Thanks to our partner @whatthekit_x for the interesting spotted and the collage.
To Never Be Worn: TSV 1860 München 26-27 Oktoberfest Kit Released
The new TSV 1860 München 26-27 Oktoberfest kit has been officially released by Joma through the club's merchandising company. However, mirroring the previously revealed 26-27 home shirt, this special Wiesn design will never be worn in an official match. Following the insolvency of the club's professional division and forced relegation to the Regionalliga Bayern, 1860 München severed ties with Joma and partnered with local Munich supplier Societas for their on-pitch kits.
The Joma 1860 München 26-27 Oktoberfest jersey presents a classic Bavarian aesthetic based on a clean white shirt. Running vertically down the left side beneath the crest is a light blue and white Bavarian rhombus pattern, framed on both sides by delicate floral vine graphics reminiscent of traditional Trachten embroidery. A dark navy V-neck collar and matching sleeve cuffs complete the look, while the inside neck is detailed with Munich's famous "O'zapft is" festival motto. The front displays the traditional embroidered black lion badge with a championship star, accompanied by dark branding from Joma and primary sponsor die Bayerische.
Brazilian Clubs Defend Betting Sponsors
Corinthians, Palmeiras, São Paulo and Santos have joined forces with the São Paulo Football Federation (FPF) and other Brazilian football bodies to push back against possible restrictions on betting, warning that major changes could have a serious financial impact on the sport.
The reaction comes as the Brazilian government prepares a possible executive order to ban online casino operations, while further restrictions on sports betting are still being discussed. Clubs are concerned that tighter rules could put existing sponsorship deals and an important source of football revenue at risk.
And the numbers show why. 13 of the 20 Série A clubs currently have a betting company as their main shirt sponsor, with the combined value of these deals estimated at more than R$1 billion per season. Flamengo (Betano), Fluminense (Superbet), Botafogo (Vbet), Palmeiras (Sportingbet), Corinthians (Esportes da Sorte), São Paulo (Superbet)...
The debate comes as major European leagues have moved in the opposite direction. Italy introduced a broad ban on gambling advertising and sponsorship in 2018, while Spain introduced strict restrictions covering betting advertising and shirt sponsorships from the 2021-22 season. In England, Premier League clubs agreed to remove gambling sponsors from the front of matchday shirts from the 2026-27 season, although other forms of gambling partnerships remain possible.
What do you think of Brazilian clubs pushing back against possible betting restrictions? Let us know your thoughts in the comments below.