Reasons of downfall. Adidas cannot be excused for the demise of Reebok but there were many other reasons for reeboks downfall. There was a lack of strong brand identity for Reebok, moreover, it changed its style of shoes more frequently and tried expanding into too many market segments and categories all at once.

But, he added that “the Reebok brand has been in decline ever since Adidas made the acquisition,” and the decision to consider selling the brand doesn't come as a surprise. Reebok's sales were up 2% in 2019 compared to 2018, a win for Adidas as Reebok's sales have declined for years.

Failure to adapt to changing consumer preferences: One of the main reasons for Reebok's decline was its inability to keep up with changing consumer preferences. Consumers began to prefer more fashionable and lifestyle-oriented sneakers, while Reebok continued to focus on sports performance footwear.