Chinese sportswear giant Anta is rumored to be acquiring Reebok from U.S.-based brand management firm Authentic Brands Group (ABG), with some reports claiming the deal has already been finalized. This follows earlier speculation in March about Anta’s interest in the heritage sports brand. Reebok, founded in 1958, was purchased by Adidas in 2006 for $3.8 billion to compete with Nike. In 2021, Adidas sold Reebok to ABG for $2.5 billion. While ABG has struggled to revive Reebok’s momentum in China — generating just 160 million RMB ($22.3 million) in annual sales across major e-commerce platforms — Anta has a proven track record of turning around undervalued global brands such as Fila, Descente, and Amer Sports.