Adidas is acquring Reebok so they can go toe-to-toe with industry leader, Nike.

Will the new contender become Adeebok?

Merger likely to heat sports-brands battle
Boston Globe, August 4, 2005

In the brutal world of athlete endorsements, the big three sporting-apparel companies -- Nike, Reebok, and Adidas -- frequently go head to head. Adidas's $3.8 billion deal to acquire Reebok, disclosed yesterday, is likely to intensify that competition, sports marketing specialists said, as the combined company marshals a worldwide roster of stars and looks to expand in growing consumer markets, especially China.

http://snipurl.com/2x7s