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Adidas takes control of Reebok distribution rights

By Danielle Wightman-Stone


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Adidas Group has confirmed that it will take back full control of the Reebok distribution rights in Brazil and Argentina, after coming to a deal with Vulcabrás S.A., who have been distributing the brand in the region since 1992.

Effective January 1, 2016, Adidas will hold the exclusive distribution rights for Reebok products in Brazil and Argentina, which is part of the group’s current strategy to ensure its global operations come from in-house rather than through partners.

“We have enjoyed a long and successful business partnership with Vulcabrás, but we are committed to ensuring that both the Reebok and Adidas brands are operating under the Adidas Group in all markets around the world,” explained Roland Auschel, an executive member of the Adidas board of directors, responsible for global sales.

Vulcabras group has been the official license-holder and distributor of Reebok in Brazil since 1992, and in 2008 the partnership was “enhanced” with the creation of a joint venture, Vulcabras S.A, governed by a board of directors comprising of Reebok and Vulcabras executives.

Reebok has been a part of the Adidas group since 2006.

vulcabras s.a.