hired Peter Arnell with the Arnell Group as its lead marketing agency, which created several advertising campaigns, including a successful series of Terry Tate commercials. The agency also helped develop the Yao Ming line, and the fashion-oriented Rbk brand. In December, Jay Margolis was named as Reebok's president and COO. After launching retail flagship stores in China, Dhaka, London, Los Angeles, New York, Philadelphia and Tokyo, Margolis resigned in October 2004. Fireman took over as president after signing a new long-term employment agreement with the Reebok board of directors. Reebok acquired official National Hockey League sponsor CCM in 2004. The company began manufacturing ice hockey equipment under the CCM and Reebok brands. It phased out the CCM name on NHL authentic and replica jerseys, using the Reebok logo since 2005. CCM became Reebok-CCM Hockey in 2007. Reebok moved most of its hockey equipment lines to CCM after 2015. In 2017, Adidas sold CCM to a Canadian private equity firm, Birch Hill Equity Partners, for around . Adidas ownership Following an intellectual property lawsuit in August 2005, Adidas acquired Reebok as a subsidiary, but maintained operations under their separate brand names. Adidas acquired all of the outstanding Reebok shares and completed the deal valued at $3.8 billion. Following the acquisition, Adidas replaced Reebok as the official uniform supplier for the NBA in 2006 with an 11-year deal that includes the WNBA, replica jerseys, and warm-up gear. Reebok named Paul Harrington president and CEO of the company in January 2006, replacing Paul Fireman who was acting president since 2004. Harrington joined the company in 1994 and was Reebok's senior vice president of global operations and chief supply chain officer. In 2010, Reebok announced a partnership with CrossFit, a fitness company and competitive fitness sport, including sponsoring the CrossFit Games, opening CrossFit studios, and introducing a line of co-branded footwear and apparel for Fall 2011. In 2011, Reebok debuted the CrossFit delta symbol on the brand's fitness apparel line. As it lost contracts to make sportswear for professional and college teams (its last uniform rights contract, with the NHL, ended in 2017), Reebok began repositioning itself as a fitness-oriented brand, just as it had been during the 1980s and early 1990s. In 2013, Reebok announced another fitness partnership with Les Mills International. The agreement included Reebok footwear and clothing integration into Les Mills' fitness programs and media marketing. By July 2013, the red