adidas has entered into a definitive agreement to sell Reebok to Authentic Brands Group (“ABG”) for a total consideration of up to EUR 2.1 billion, with the majority to be paid in cash at closing of the transaction and the remainder comprised of deferred and contingent consideration.

The world’s leading brands in sports, gaming and technology starting to come together to give players and fans a more connected experience. Emerging technology is changing the way we engage with sports and converts supporters into avid fans through unique digital experiences and hyper-personalized content. As more immersive experiences become available, sports are attracting more people to experience it live and in the virtual world.

Speedfactory is the beginning in Adidas’ vision to offer consumers a holistic high-tech experience using revolutionary manufacturing technologies, in-store customisation and interactive digital experiences. Starting with Speedfactory, the company will roll out ground-breaking initiatives in stores and via cutting-edge digital consumer experiences.

Apps rule our lives day-in-and-day-out. They allow us to get a ride on demand, order dinner, and even send out dry cleaning. And for the wellness-minded, apps can transform our workouts, diet, sleep rhythms, and more. They track every bite we eat, every step we take, and every hour we sleep. 

adidas shared its first-ever list of future digital trends in sport and fitness. The report reveals predictions about human habits and behaviors that are expected to shape our approach to healthy living over the next few years and how digital technology intersects with health and fitness.