The Evening Standard spoke of a 'seismic shift in Adidas' trainers war with Nike' (3 August), while the Financial Times stated: 'Reebok gives Adidas size to take on Nike' (3 August).
For Adidas, Reebok offered global scale, a sizeable share of the elusive US market, greater brand recognition and a bite at its 'lifestyle' image.
While proud of the Adidas appeal for engineering and quality, CEO Herbert Hainer admitted: 'Reebok has brought a new business to the table, which is a fusion of sport, lifestyle and music, and they have done it better - and faster - than us' (The Guardian, 4 August).
Negative reaction was limited largely to analyst comment, some wary that the purchase would lead to excessive debt and a dilution of Adidas' holdings (Gavin Finlayson, Commerzbank analyst, gg2.
net, 4 August). Another prospect was the 'cannibalisation of each other's sales' (Sunday Times, 7 August).
Analysis conducted by Echo Research from data supplied to PRWeek from NewsNow. www.echoresearch.com www.newsnow.co.uk.