US: Reebok to step aside from NFL tie-up

Published Oct. 14, 2010 10:06 p.m. ET

foxsports

Sporting goods firm Adidas Group says it will focus on other leagues amid reports that the US National Football League (NFL) has agreed a new onfield apparel licensees.

Rival brands Nike and New Era are set to replace Reebok as onfield apparel licensee of the NFL, according to reports in the US.

Reebok currently holds the license, but it expires after the 2011-2012 season.

A statement emailed to just-style by the Adidas Group said: "Reebok has enjoyed a long and very successful NFL partnership. Over the last decade, we have revolutionised and modernised the sports licensing business, introducing new fan categories, retail formats and new uniform technologies, en route to more than doubling the size of the NFL's former licensed sales. We are extremely proud of what we have been able to accomplish together.

"The Sports Licensed Division (SLD), which Reebok created to service the NFL and other league partners, is now the licensed apparel and headwear arm of The Adidas Group. SLD, which includes both the Reebok and Adidas brands, will continue to focus on our other league partners such as the NHL, an important Reebok partner, as well as the NBA, MLB, MLS, and our NCAA universities, as well as further supporting our branded and team businesses."