15 Sports Brands and Who Really Owns Them

Reebok is not a sportswear company. It is a trademark owned by Authentic Brands Group, a private equity-backed holding company that employs no designers, operates no factories, and manufactures no products. ABG licenses the Reebok name to manufacturing and retail partners globally and collects royalties. When you buy Reebok shoes, you are buying a product from a licensee. The brand management company gets a percentage.

This is one of the more significant structural changes in the global sportswear industry over the past decade. According to a Deloitte Sports Business Group analysis of sportswear M&A, the share of top-50 sports brands held by brand management or private equity owners has increased from approximately 8 percent in 2010 to over 25 percent by 2023. The shift away from operating ownership toward licensing models is reshaping how sports brands are built, managed, and experienced by consumers.

When we map the ownership of sports brands in our database, four categories emerge: publicly traded independents, subsidiaries of larger sportswear groups, brands held by PE or brand managers, and brands inside diversified conglomerates. Here are 15 sports brands and exactly which category they fall into.

The Genuinely Independent Big Three

1. Nike Nike, owned by Nike, Inc., is the world's largest sportswear company by revenue. Nike, Inc. trades on the New York Stock Exchange under the ticker NKE and reported revenue of approximately $51 billion for FY2024. Phil Knight and Bill Bowerman founded the company as Blue Ribbon Sports in 1964 in Eugene, Oregon, renaming it Nike in 1978. The company controls Converse, Jordan Brand, and Cole Haan (divested in 2013), but the Nike parent entity itself has no corporate owner. No single shareholder holds a controlling interest; the Knight family controls approximately 37% of voting power through Class B shares. For more detail, see who owns Nike.

2. Adidas Adidas is the flagship brand of Adidas AG, a publicly traded German multinational that trades on the Frankfurt Stock Exchange under the ticker ADS. As of early 2026, Adidas AG has a market capitalization of approximately 38 billion euros. No controlling shareholder exists; institutional investors hold approximately 55% of shares. Adidas is the world's second-largest sportswear company, with annual revenues exceeding 27 billion euros. For full ownership context, the Adidas brand page covers the corporate structure in detail.

3. Under Armour Under Armour is publicly traded on the New York Stock Exchange under ticker UAA and UA. Founder Kevin Plank retains significant voting control through a dual-class share structure, holding Class C shares with disproportionate voting rights. The company was founded in 1996 in Baltimore, Maryland and generated approximately $5.3 billion in revenue for FY2024. Unlike Nike and Adidas, Under Armour operates at a smaller scale and has faced margin pressure in recent years, leading to a strategic restructuring announced in 2024.

Brands Owned by Other Sportswear Companies

4. Converse Converse is a wholly owned subsidiary of Nike, Inc.. Nike acquired Converse in 2003 for approximately $305 million. At the time, Converse was operating under bankruptcy protection and had lost significant market share to performance athletic brands. Nike turned Converse into a lifestyle brand with strong appeal among younger consumers, and the Chuck Taylor All Star has become one of the best-selling shoe models in history. Converse now generates approximately $2 billion in annual revenue within Nike's portfolio.

5. Jordan Brand Jordan Brand is a division of Nike, Inc., not a separately acquired brand. Nike created Air Jordan as a signature shoe line for Michael Jordan in 1984 and eventually expanded it into a standalone sub-brand. Jordan Brand generates approximately $6.6 billion in annual revenue, making it the most commercially significant athlete-branded business in history. It functions as an independent brand within Nike's structure while sharing manufacturing, distribution, and retail infrastructure.

6. Puma Puma is publicly traded on the Frankfurt Stock Exchange under the ticker PUM, but it is majority-owned by Kering, the French luxury group. Kering holds approximately 86% of Puma's shares. This makes Puma unusual: a performance sportswear brand whose controlling shareholder is primarily known for luxury houses including Gucci, Balenciaga, and Saint Laurent. Kering has stated it intends to divest Puma to focus on luxury, a process that has been ongoing since at least 2018 without completion as of early 2026. Puma was founded by Rudolf Dassler in Herzogenaurach, Germany in 1948, the same year his brother Adolf founded Adidas across the same river.

7. Umbro Umbro is owned by Iconix Brand Group, a brand management company. Nike acquired Umbro in 2008 for approximately $576 million to strengthen its soccer positioning in the UK, then sold it to Iconix in 2012 for approximately $225 million as part of a portfolio simplification strategy. Umbro was founded in Manchester, England in 1924 and is historically significant as the kit supplier to the England national football team.

Brands Owned by Private Equity and Brand Management Firms

8. Reebok Reebok has had one of the most traveled ownership histories in sport. Adidas acquired Reebok in 2006 for approximately $3.8 billion to challenge Nike in North America, a strategy that delivered limited results. In 2022, Adidas sold Reebok to Authentic Brands Group for approximately $2.5 billion. ABG is a brand management company, not a traditional manufacturer; it licenses the Reebok name to manufacturing and retail partners while collecting royalties. For more on how ABG builds its empire, see our post on how Authentic Brands Group built a $20 billion empire. For more on Reebok specifically, the Reebok brand page covers the full ownership history.

9. Sperry Sperry boat shoes were founded in 1935 by Paul Sperry, who patterned the non-slip sole on the paws of his cocker spaniel. Wolverine World Wide acquired the brand in 2012 for approximately $1.24 billion as part of a broader push into performance and lifestyle footwear. Wolverine later sold Sperry to Authentic Brands Group in 2023, continuing the pattern of legacy lifestyle footwear brands migrating toward brand management structures.

10. K-Swiss K-Swiss was founded in 1966 by Swiss brothers Art and Ernie Brunner. The brand was acquired by E.Land Group, a South Korean fashion conglomerate, in 2013 for approximately $170 million. K-Swiss is one of several American sportswear brands now owned by Asian conglomerates, a trend also reflected in the ownership of Volcom (acquired by South Korean retailer F&F in 2019) and Quiksilver (restructured through bankruptcy with Oaktree Capital).

Brands Owned by Diversified Conglomerates

11. Speedo Speedo is owned by PVH Corp in most markets. The brand originated in Sydney, Australia in 1914 and was owned by the Warnaco Group before PVH's acquisition of Warnaco in 2013 for approximately $2.9 billion. Notably, Pentland Group, a British private company, owns the Speedo brand in most markets outside the Americas, making Speedo another split-ownership brand similar to Häagen-Dazs or Pringles.

12. Wilson Wilson Sporting Goods is owned by Amer Sports, a Finnish sports equipment group. Wilson was founded in Chicago in 1913 and has been the official ball supplier to the NFL since 1941. Amer Sports acquired Wilson through its portfolio, and Amer Sports itself was taken private by a Chinese-led consortium including Anta Sports and FountainVest Partners in 2019 for approximately $5.2 billion. Amer Sports returned to public markets with a New York Stock Exchange listing in February 2024, trading under ticker AS.

13. Titleist Titleist golf balls and clubs are owned by Acushnet Holdings, which trades on the New York Stock Exchange under ticker GOLF. Acushnet also owns Footjoy golf shoes. The company is majority-owned by Fila Holdings, a South Korean company, and publicly traded with institutional investor participation. Titleist holds approximately 75% of the US golf ball market among professional touring players, a market position that anchors the brand's premium pricing.

14. Callaway Callaway Golf rebranded as Topgolf Callaway Brands in 2021 following its acquisition of Topgolf International for approximately $2.65 billion, creating a combined golf entertainment and equipment company. Callaway trades on the New York Stock Exchange under ticker MODG. The company has since reverted to the Callaway Golf name for its equipment operations while continuing to develop the Topgolf venue business as a separate segment.

15. New Balance New Balance remains one of the largest privately held sportswear companies in the world. The company was founded in Boston in 1906 and is controlled by the Davis family, which has owned the company since Jim Davis purchased it in 1972 for approximately $100,000. New Balance has never gone public and has resisted acquisition offers, maintaining manufacturing in the United States and United Kingdom as a deliberate brand differentiator. As of 2024, New Balance reports estimated revenues exceeding $6.5 billion, placing it among the top five global sportswear companies.

What the Ownership Map Reveals

The 15 brands above sort into four distinct ownership structures, and the category a brand falls into predicts how it is managed.

Publicly traded independents (Nike, Adidas, Under Armour) compete on product innovation and marketing investment. Their ownership structure creates accountability to public shareholders but also long-term capital access.

Brand management owners (Authentic Brands Group for Reebok, Iconix for Umbro) extract licensing royalties without investing in manufacturing, design teams, or retail operations. Brand investment declines. Margins for the licensor improve. Product quality and consumer experience depend entirely on the licensee's quality standards.

Private independent New Balance is the outlier: a $6.5 billion revenue business that has never sold and still manufactures product in the United States and United Kingdom. It is the direct counterpart to Reebok's trajectory.

For more on how PE-backed brand managers operate, see our post on how private equity flips brands for profit. To explore sports brand ownership in our full database, see the sports category.

FAQ

Is Puma owned by Adidas? No. Puma and Adidas are separate companies, though both trace to the same family. Adolf Dassler founded Adidas in 1949; his brother Rudolf Dassler founded Puma in 1948. Puma is majority-owned by the Kering luxury group (approximately 86%), while Adidas is an independent public company. The two brands have always been competitors.

Does Nike own Jordan Brand? Jordan Brand is a division of Nike, Inc., not a separately acquired company. Nike created Air Jordan as a signature shoe line in 1984 and expanded it into a sub-brand over time. Jordan Brand is not a subsidiary in the traditional sense; it shares Nike's corporate infrastructure while operating with considerable brand autonomy.

Who owns Reebok now? Reebok is owned by Authentic Brands Group (ABG), a brand management company, since 2022 when Adidas sold the brand for approximately $2.5 billion. ABG licenses the Reebok name to manufacturing and retail partners globally. For the full history, see the Reebok brand page.

Explore Related Brands

• Nike - World's largest sportswear company, headquartered in Beaverton, Oregon
• Adidas - Germany's largest sportswear brand, publicly traded on Frankfurt Stock Exchange
• Reebok - Classic athletic brand now owned by Authentic Brands Group
• Converse - Nike-owned lifestyle shoe brand with over 100 years of history
• Puma - Kering-majority-owned sportswear brand founded by Rudolf Dassler
• New Balance - Privately held Boston-based sportswear company

Browse all sports brands

Sources

1. Nike, Inc. Annual Report FY2024 — https://investors.nike.com/investors/financial-information/annual-reports/ 2. Adidas AG Annual Report 2024 — https://www.adidas-group.com/en/investors/ 3. Under Armour Annual Report 2024 — https://about.underarmour.com/investor-relations 4. Kering Annual Report 2024 — https://www.kering.com/en/finance/ 5. Authentic Brands Group: Reebok Acquisition — https://authenticbrandsgroup.com 6. Amer Sports NYSE Listing Prospectus, February 2024 — https://www.amersports.com/investors/ 7. Acushnet Holdings Annual Report 2024 — https://ir.acushnetholdingsco.com/

All brand ownership data verified through WhoBrands.com research methodology. Last updated: February 2026.