The report in Manager Magazine will come as no surprise since Big a CEO Kasper Rorsted has made it clear almost from the beginning of his tenure in 2016 that the brand’s performance needed to improve or it would be divested. Despite progress towards profitability in recent years, including a final trip into the black in 2019, its results have consistently lagged those of Adidas and the impact of the pandemic was more acutely felt by Reebok than Adidas, in no small measure because Reebok was painstakingly repositioned to focus on indoor fitness and gyms, many of which remain closed.

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