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@mbahchidinma Valuation loss and profitability are not the same thing. Reebok's average revenue remained fairly consistent over the decade with Crossfit as it was the decade before, despite losing the NFL (you can see the revenue dip in 2012 when NFL ended) and it rebound for nearly the entire...

@grace4nan Reebok signing that deal literally revitalized their brand. lol Hell, the logo they invented for the Crossfit collab is now their main logo. I hadn't consider Reebok for 20 years before they took a chance on Crossfit.

@mbahchidinma They lost the NFL in a bidding war with Nike and Under Armor over a year later from signing with Crossfit. They didn't loose the NHL, Adidas their parent company took it over from them, but not until 2017.