Reebok is up for sale, and its new potential owners include two individuals that bring decades of knowledge and experience from the music and sports industries. An investment group led by hip-hop business mogul Master P and former NBA All-Star Baron Davis are in the mix of acquiring Reebok from adidas fifteen years after German sportswear brand that purchased its competitor. The two brands joined forces with the intention to compete with Nike, but the union itself has seen marginal results despite Reebok having a large fanbase of basketball and lifestyle footwear aficionados. Reebok itself has undergone a bit of an identity crisis over the last few years, completely changing its core logo after attaching itself to the CrossFit boom. The triangular logo was finally ditched in late 2019 as the brand reverted back to its classic vector logo.
Master P brings a lot of business acumen and know-how in the monetization of hip-hop culture, while Baron Davis himself was a highly sought after endorser as he represented Nike, Reebok, and later Chinese brand Li-Ning throughout his playing career. Their insight could certainly help steer Reebok in the right direction while influencing more powerful partnerships on the sports and lifestyle side of things. The success of sportswear brands have hinged on the star power of athletes, but much of that power has shifted into the hands of influential individuals in music and fashion such as Kanye West, Travis Scott, A$AP Rocky, and Drake. Reebok was one of the earliest adopters of utilizing the likes of Jay-Z, 50 Cent, and others long before Nike and adidas did.
News of a sale have yet to be confirmed, but Master P has strongly hinted at this industry shake-up on his Instagram with the help of Allen Iverson, a life-time Reebok endorser..