Media Relations: What The Papers Say - Adidas/Reebok to take onNike

The recently announced nuptials between Adidas and Reebok were variously described as 'Adidas sprints toward Reebok acquisition' (The Manufacturer, 3 August) and 'Massive global brand sells out to, er... other massive global brand' (The Observer, 3 August).

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.

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