Reebok

Designer Jide Osifeso will shape the creative direction of Reebok Basketball as the brand seeks to re-establish itself in a performance category it’s been absent from for more than a decade.

As today’s consumers split their time across a multitude of content channels and formats, the strategies employed to engage, entertain and convert them are evolving. BoF and Amazon Fashion gathered executives in Milan to discuss the opportunities.

After years of stagnation, the market for signature shoes from basketball stars is heating up again, boosted by a new generation of athletes and fresh challenges to Nike’s dominance from a resurgent Adidas and a host of Chinese brands like Anta and Li-Ning.

For fashion’s private market investors, deal-making may provide less-than-ideal returns and raise questions about the long-term value creation opportunities across parts of the fashion industry, reports The State of Fashion 2024.

The country's streetwear market is heating up, attracting both global consumers and major brand collaborations.

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.

Top fashion executives are sharpening the skills they will need most to strengthen morale and boost business after a year of crises.

The German sportswear giant has more urgent priorities as it navigates out of the pandemic, and Reebok’s rich sneaker archive could be appealing to a range of buyers.

Consumers are rethinking how much they buy, while brands are realising that simply stocking more products does not drive better financial results. Winning companies must reduce complexity and inventory levels by taking a more focused and responsive approach to their assortment.

The company will decide in the coming months whether to proceed with a sales process, said a person familiar with the matter.