Research On M&a Of Sports Brand

With the wave of mergers and acquisitions at home and abroad, Many companies expand their enterprise scale, improve the company’s performance and market competitiveness through M&A. M&A is a shortcut of the development of the mature industry. in order to survive in the fierce market competition, Sports brand also began to take a series of measures to improve the market competitiveness of enterprises. However, It is of great significance when we talk about how to evaluate the performance of clothing enterprise M&A.Through the literature research this paper reviewed the performance of M&A, M&A performance, M&A strategy, M&A financial indicators of performance firstly, then determined the research direction of this article. The research framework of model was constructed.This article mainly analysis Adidas M&A performance from two aspects of case analysis and financial analysis. First, this paper analyzed three merger cases of Adidas from a strategic perspective; Second, through the three major financial statements and financial index, the conclusion as follows:Clearly M&A strategic objectives: The merger and acquisition of Reebok is to compete with Nike; Merger and acquisition of Five Ten is to expand the company’s outdoor product line; Merger and acquisition of Adams is to enhance their ability in the golf market.Through the financial analysis, the M&A of Reebok enhanced the company’s overall market competitiveness, but it didn’t bring the expected performance; Mergers and acquisitions of Five Ten and Adams, the company’s financial performance is relatively good.