Adidas has agreed to sell CCM (their hockey equipment brand) to Canadian PE Firm, Birch Hill Equity Partners for $100M. Adidas attempted to sell CCM for $150M about 4 years ago and failed. Adidas is trying to concentrate on its core business, selling Taylormade golfing equipment a few months ago for $200M. For the CCM deal, the CCM apparel license was not including meaning that all NHL jerseys and fan clothing will feature the Adidas logos rather than CCM or Reebok. Here is the article.
Smart move by Adidas? More brand recognition in the growing sport of hockey?
Is $100M too little for CCM?
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