Sweaty Betty instead of Reebok

The American company Wolverine is a proprietor of brands like Hush Puppies, Sperry, and licensee for instance of Caterpillar, Harley Davidson.

Together with Authentic Brands Group, Wolverine wanted to purchase Reebok from Adidas.

Now Wolverine is acquiring the originally English active wear chain  ‘Sweaty Betty’, with stores in the UK, USA and Asia, for roughly US$ 400 Mill.

The competition still is the same, LuluLemon. Founded in 1998, the Canadian fitness and yoga brand generated sales of ~ US$ 4 Billion in 2019.

The market of fitness, athleisure, was dominated by Reebok once. It made Reebok big. At the time it was called aerobics.