Case Study: Reebok Acquisition By Adidas

Merger and acquisition (M&A) introduced two corporations collectively to work and obtain widespread goal. This report will analyse a case examine of Reebok acquisition by Adidas. And attempt to discover out merger goals and cause after which will analyse lengthen to which merger achieved success, by the evaluation of monetary account. Lastly it would conclude and see whether or not the merger is profitable in attaining its core goal and if the merger created important new worth to the agency.

Background of the acquisition:

Adidas-Salomon AG on third August, 2005 introduced its plan to accumulate Reebok at an estimated worth of €three.1 billion ($ three.78 billion). Adidas supply to pay $59.00 per share in money i.e. 34.2 % premium over final (i.e. 2 August, 2005) closing worth for Reebok share. (eight)

Adidas and Reebok are dealing with robust competitors from their rival agency Nike. Nike had about 36 %, Adidas eight.9 % and Reebok 12.2 % market share within the athletic footwear market in North America. Though, Adidas holds the second place globally in sporting items (1).The US ranks the world’s greatest athletic shoe market, account for 50 % of $ 33 billion spend globally (four). As a way to compete with Nike, which has very robust market share in North America and globally, Adidas pronounces the plan to accumulate Reebok on third August, 2005, and deal was finalise on 31st January,2006. Because the deal appears to be very efficient, on the date of acquisition announcement, share worth of Reebok goes up by 30 % i.e., from $43.95 on August 2, 2005 to $ 57.14 on August three, 2005 on New York inventory alternate. And Adidas share worth rose by 7.four % i.e. from € 147.52 on august 2, 2005 to € 158.45 on august three, 2005, on the Frankfurt inventory alternate.

Causes and goals of the merger:-

Strategic goals of the merger:

Adidas needed to compete with Nike in North American market. Nike leads the US market in addition to international market by giving a tricky competitors to Adidas and Reebok, which had been competing for the second and third positions. Nike was the primary selection of billions of individuals as a result of they provided fashionable appears to be like with high quality and was well-known for its trend standing, color and mixtures. Whereas Adidas is understood for its good high quality and luxury items and Reebok for its fashionable look or ‘hip hop’ model (1). And due to this fact it appeared unimaginable for 2 manufacturers to compete with Nike independently. Alternatively Adidas was dealing with a tricky competitors from Puma which was the quantity four in sporting- items model. And just lately Puma had disclosed its enlargement plan by acquisition and entry into new sportswear classes (1). This appeared to have a particular impact on Adidas and Reebok market share. Due to this fact, to be able to compete with Nike and to realize stronger place available in the market, Adidas and Reebok went for a pleasant merger. This may assist firm in attaining extra aggressive place worldwide.

Adidas needed to increase their international attain. In Europe and Asia, Adidas maintain a greater advertising place and model recognition and this may very well be used to broaden Reebok market in Europe and Asia (eight). Alternatively merger will assist Adidas to seize Asian trend oriented market the place Reebok already had its presence by advertising tie ups in China with Yao Ming (three).

Broader portfolio of world-renowned manufacturers. Adidas and Reebok collectively could have a extra full portfolio of manufacturers that fulfil the necessity of a world buyer base. Properly outlined and complementary model, i.e. Adidas which is European primarily based firm is a frontrunner in sports activities efficiency and Reebok which is American chief in sports activities and life-style merchandise. With its broad portfolio of manufacturers, together with Adidas, Reebok, TaylorMade, Rockport, Greg Norman Assortment, MAXFLI, CCM, Jofa and Koho, the Adidas Group will be capable to supply footwear, clothes and hardware merchandise primarily based on cutting-edge expertise, trend-setting road put on and basic design (eight).

A extra full product providing in key sports activities classes. The merger will assist to have a stronger presence in American sports activities and an entire product providing that addresses key sports activities classes, together with operating, tennis, hockey, soccer, basketball, coaching, out of doors, American soccer and golf (eight).

Stronger presence throughout groups, athletes, occasions and leagues. Merger will present Group with robust presence throughout groups, athletes, occasions and leagues. It will enhance the worldwide recognition of the manufacturers. The Group’s supporting contract contains lots of the world’s elite groups, resembling Actual Madrid, Milan AC, Bayern Munich and Liverpool FC, and athletes, resembling David Beckham, Tracy McGrady, Yao Ming and Allen Iverson, in addition to high-profile international occasions, such because the 2006 FIFA World CupTM and the Beijing 2008 Olympics. Licensing relationships with the UEFA Champions LeagueTM, greater than twenty Nationwide Olympic Committees and 5 premier sporting leagues – the NFL, NBA, NHL, MLB and MLS (eight).

Enhanced R&D capabilities and cutting-edge expertise. Adidas was well-known for its cutting-edge applied sciences and Reebok for its proficient analysis and growth professionals who developed a distinguished portfolio of breakthrough product improvements, together with the Pump and DMX. With the assistance of each corporations’ R&D experience, the brand new Adidas Group anticipated to speed up new product introductions in footwear, clothes and hardware to enhance model consciousness and client demand throughout all manufacturers (eight).

Monetary goals of the merger:

Group anticipated to earn larger return than price of capital in three yr time (eight).

Robust working money circulate. Group anticipated to scale back its debt and enhance its money circulate from operational synergies (eight).

Group aimed to scale back its annual price and needed to avoid wasting round € 125 million yearly with substantial operational synergies. And anticipated to extend income and revenue from full protection of all client segments (eight).

Lengthen of merger success:-

After the acquisition Adidas group monetary accounts present important enhancements. The Adidas Group’s 2006 half yr end result after the acquisition was implausible, on account of acquisition and 2006 FIFA world cup. Adidas gross sales income will increase by 17 % in euro phrases i.e. €3308 million in first half of 2006 as examine to € 2816 million in first half of 2005. (eight). Whereas the yr 2006 full annual report exhibits a superb end result for the Adidas group. Gross sales income will increase by 52 % i.e. from € 6.636 billion in 2005 to € 10.084 billion in 2006 (9), representing the best natural progress of the Adidas group inside final eight years. It was the primary time within the group’s historical past that it crossed the benchmark of € 10 billion. (eight).

2006’s progress in gross sales income carried on in 2007 and 2008 additionally. The agency in 2007 reported 2.1 % i.e. from € 10.084 billion in 2006 to € 10.299 billion in 2007 in euro phrases. (10). And in 2008 group recorded 5 % progress in euro phrases, i.e. from € 10.299 billion in 2007 to € 10.799 billion in 2008. The end result was supported by robust gross sales progress within the Adidas and TaylorMade Adidas golf phase. (11).

Monetary intention of the merger to scale back the working price by substantial operational synergies appeared to be achieved because the companies had improved its gross and working revenue margin after the merger. Adidas group gross revenue elevated by 41 % in 2006 as examine to 2005 i.e. from € three.197 billion in 2005 to € four.495 billion in 2006. And working revenue improve by 24.5 % i.e. from € 707 million in 2005 to € 881 million in 2006. Inspite of improve in revenue teams gross revenue margin declined by three.6 % to succeed in 44.6 % of gross sales in 2006 as examine to 48.2 % in 2005 and working revenue margin declined by 1.9 % i.e. from 10.7 % in 2005 to eight.7 % of gross sales in 2006. This declination was reported on account of first time consolidation of the Reebok enterprise, which carried a big decrease working margin than the group common. (9).

In yr 2007 and 2008 corporations gross revenue margin and working revenue margin elevated on account of price saving which resulted from the mix of Adidas and Reebok sourcing actions in addition to underlying enchancment in all segments. In consequence gross revenue margin elevated by 2.eight % in 2007 reaching 47.four % as in comparison with 44.6 % in 2006 (10), and in 2008 it elevated by 1.three % i.e. from 47.four % in 2007 to 48.7 % in 2008, that is the best annual gross margin from the group because the IPO in 1995. (eight). Group gross revenue additionally elevated by 9 % in 2007 and eight % in 2008 reaching a degree of € four.882 billion in 2007 and € 5.256 billion in 2008 (11). The teams working revenue margin elevated by zero.5 % in 2007 reaching 9.2 % as examine to eight.7 % in 2006 (10), and in 2008 by zero.7 % i.e. from 9.2 % in 2007 to 9.9 % in 2008. Teams working revenue has elevated by eight % in 2007 i.e. from € 881 million in 2006 to € 949 million in 2007 and by 13 % in 2008 reaching a degree of € 1.070 billion (11).

Adidas aimed to increase their international attain. Merger’s intention to broaden in Asia market and to generate extra income from Asia market appeared to succeed because the gross sales income from Asia market improved. In 2005 gross sales from Asia contributed 22.95 % of the group whole income which elevated to 24.65 % in 2008 (appendix 1, 1). And sale has elevated considerably in Latin America which had contributed solely four.88 % of whole income in 2005, elevated to eight.26 % in 2008(appendix 1, 2) .

Firm’s predominant intention to compete with Nike in North America market didn’t hit the goal, because the income generated from North America went down. Though in 2006 group income from North America elevated considerably from € 1561 million in 2005 to € 3234 million in 2006 i.e. 107 % progress, however this was primarily on account of 2006 FIFA world cup and group income from North America declined thereafter. (eight). In 2007 it decreased by 9 % reaching € 2929 million (eight), by 14% in 2008 touching € 2520 million (eight). As well as after acquisition each Adidas and Reebok misplaced US market share of athletic sneakers. Adidas held 10.62 % market share in 2006 which went down to six.93 % in 2007 and 5.86 % in 2008. And Reebok held four.68 % market share in 2006 which went all the way down to four.43 % in 2007 and a couple of.66 % in 2008. Quite the opposite Nike’s market share has elevated from 29.73 % in 2006 to 31.52 % in 2007 and 34.61 % in 2008 (7).

Different shortfall of the acquisition may be seen from the declined gross sales income of Reebok. Reebok gross sales went down by 9 % in 2006 i.e. from € 2718 million in 2005 to € 2473 million in 2006 (eight), it decreased by 6 % in 2007 reaching € 2333 million (eight) and declined by eight % in 2008 reaching a degree of € 2148 million (eight). As in comparison with 2005 Reebok gross sales declined by about 21 % after the merger until 2008 and confirmed very poor efficiency by Reebok and Adidas group’s incapability to take care of Reebok effectively.


Adidas and Reebok merged collectively to compete with Nike in North America and to extend their gross sales income and scale back working prices by synergy of operation and to broaden into Asia’s market. Merger’s predominant intention to compete with Nike in North America market was a failure as each Adidas and Reebok misplaced their market share after the merger. However on the similar time merger was profitable in its different prospects of accelerating gross sales, price discount and enlargement into new market, creating a brand new worth to the merger. So, it appears to be an ideal instance of Hay Group, Harmful Liaisons examine which finds out that a lot of the corporations fail to realize their predominant goal and create new worth to the merger.



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