Adidas and Reebok have merged in an effort to better position themselves to take over Nike as the number one retailer in sports foot wear. In the beginning this merger seems to look optimistic with both Adidas and Reebok combining concepts and strong holds on the market. Nike, on the other hand, is not worried about them and is only concerned with themselves. Nike at the moment is still the leader in athletic shoes and still has contracts with the big superstars of sports, which helps there marketing ploy. If Adidas and Reebok are relying solely on this merger to help put them over the top I'm afraid they will fail miserably. History has shown us that just because two giant companies combine doesn't necessarily guarantee them the top spot. In truth it usually ends up a failure.