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Many believe a recent turnaround in Reebok's fortunes has a lot to do with its association with CrossFit. Reebok has been owned for almost 10 years by the German athletic giant Adidas, but there have been persistent rumors Reebok would be sold. Adidas' CEO recently quashed such rumors of a sale just as Reebok reported strong sales for the first quarter of 2015. I'd like to see Reebok sold, says Glassman.
In 2001, Reebok became the exclusive apparel outfitter for the 29 teams in the NBA, and 16 WNBA teams for ten years beginning in the 2004-2005 season. The deal also added the Reebok vector logo to the 2004 U.S. Olympic basketball team's uniforms. Later in 2001, Jay Margolis was named as Reebok's president and COO.