Reebok is currently shifting gears in their business to connect better with the new generation and the trends. Businessman and former rapper Master P and former NBA All-Star Baron Davis are interested in taking ownership of the Reebok brand to help redesign it and bring in more consumers.
According to Forbes, the two investors will bring investments in different areas: technology, music, sports, fashion, and Master P’s already established Uncle P food. They not only want to bring out the latest fashion shoes but want to put in effort toward their communities.
The company had done collaborations with basketball shoes and have even taken on hip-hop artists like Jay-Z, who released the S. Carter shoes. Their latest collab with rappers was with Kendrick Lamar and Cardi B. These hip-hop-related releases helped boost up sales for Reebok at the time and could be a great idea to continue to hold contracts with rappers.
“I think Reebok is being undervalued,” Davis expressed. “I left Nike as a 22-year-old kid representing myself and made the jump to Reebok, which took a chance on me as a creative and as an athlete. I want the people I know athletes, influencers, designers, celebs to sit at the table with me.”
Reebok is expected to sell for about $2.4 billion. It is unclear when the final decision will be made.