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.

German sportswear maker Adidas AG plans to sell or spin-off its underperforming Reebok brand, 15 years after it bought the US fitness label to help

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.

This week, it was announced that Larsson will take the helm from Manny Chirico in February, while Patagonia named Rose Marcario’s successor.