从全球第一到闭店清仓，昔日球鞋王者，被中国“并购之王”盯上

Core Viewpoint - The article discusses the decline of Reebok, once a leading global sports brand, highlighting its historical significance, ownership changes, and the potential acquisition by Anta, while emphasizing the challenges ahead for both brands in a competitive market [1][4][5]. Group 1: Historical Context and Decline - Reebok was once a dominant player in the sports market, achieving significant sales milestones, including $1.4 billion in 1987, surpassing Nike at that time [12][16]. - The brand's decline began after being acquired by Adidas in 2005 for €31 billion, which led to a loss of its unique market position as Adidas redirected resources to its core business [19][21]. - By 2021, Reebok was sold to ABG for €21 billion, marking its third ownership change in 15 years, with a total brand valuation drop of €1 billion (approximately ¥8.38 billion) [4][22]. Group 2: Market Position and Competition - Reebok's market share has dwindled to less than 1.5%, with projected e-commerce revenue in China for 2024 estimated at only ¥1.6 million, a stark contrast to its peak performance [4][25]. - The competitive landscape has shifted dramatically, with brands like Nike, Adidas, Li Ning, and Lululemon dominating the market, leaving Reebok in a precarious position [4][5]. Group 3: Potential Acquisition by Anta - Anta, known as the "king of mergers and acquisitions," is considering acquiring Reebok, viewing it as an opportunity to leverage Reebok's female consumer base and fitness IP [5][33]. - The acquisition could mirror Anta's previous successful turnaround of brands like FILA, which it transformed from a loss-making entity into a profitable one [30][31]. - However, challenges remain, as Reebok's brand equity has diminished, and it faces the task of re-engaging a younger consumer base that may not recognize its legacy [36].