Sports Business : Amid reports of Reebok sale, Adidas announces iconic collaboration with LEGO

Adidas and Lego have announced iconic collaboration to “inspire creativity and foster a more playful, positive and inclusive world for adults and children from any background or sporting ability.”. After working together as part of A-ZX series recently, adidas and LEGO have now announced plans for a long-term partnership. The multi-year collaboration will cover footwear, apparel and hardware designs.

The first adidas x LEGO pieces from the collaboration are due to arrive later this year, with more releases scheduled over the next year. This includes products designed for a wide range of sports and active lifestyle pursuits, all of which reference themes from LEGO’s history.

Also Read: Adidas declares Sneakers as category has increased 3X in sales over the last 3 years

Announcing the collaboration, LEGO Chief Marketing Officer Julia Goldin said, “It’s our mission to inspire and develop the builders of tomorrow and help children be creative and learn the skills they need to thrive. Great play experiences are a fun way to learn and build creative confidence, and so is sport – and that’s why we’re so excited about his partnership.”

Aimee Arana, SVP General Manager, Global Training at adidas also spoke about the project, adding, “An innovative partner like the LEGO Group allows us to together imagine new concepts and products that will spark creativity in an inclusive way, particularly helping the development of younger generations.”

Keep an eye-out for more LEGO x adidas releases over the coming months. In related news, adidas and Pharrell have debuted three more NMD Hu Styles.

Adidas considering Reebok sale

German sportswear giant Adidas is exploring the sale of its Reebok brand, according to Bloomberg.

Having acquired its US rival for US$3.8 billion in 2005, Adidas will reportedly decide in the coming months whether to proceed with a sales process for Reebok, with discussions over the potential move currently in the early stages.

Kasper Rorsted, Adidas’ chief executive, has repeatedly quelled rumours he is looking to sell Reebok since taking charge in 2016. In recent years, Rorsted has seen Reebok’s sales fall but these have been offset by cost cutting measures.

A sale of Reebok would help shore up Adidas’ finances as the company continues to battle the effect of Covid-19. In the second of quarter of 2020, the company saw its currency-neutral revenues drop 34 per cent, while material revenue decline in its physical distribution channels contributed to a 33 per cent decrease in sales.