SpaceX acquires xAI in a share exchange that values the combined company at $1.25 trillion, reshaping the brand.
adidas sells Reebok in 2021 for less than it paid in 2006, ending a 15-year attempt to challenge Nike through a second sports brand.
ASICS acquired Runkeeper in February 2016. Ten years later it owns race registration platforms and 23 million members.
Apple bought Beats, hired Jimmy Iovine and returned to music as a challenger in a category it had defined a decade earlier.
In 2012 Disney bought Lucasfilm from George Lucas, adding Star Wars to a growing portfolio of powerful, independently branded franchises.
The 2009 purchase of Marvel gave Disney thousands of characters and a franchise engine that would reshape modern blockbuster branding.
Google's 2006 purchase of YouTube for 1.65 billion dollars kept a fast-rising brand independent and reshaped online video.
The 2006 acquisition of Pixar brought computer animation and its leadership into Disney, reviving the studio and reshaping its future.
Google's quiet 2005 purchase of a tiny start-up called Android became one of the most valuable brand bets in technology.
Luxottica acquired Ray-Ban from Bausch & Lomb in 1999 and rebuilt a discounted brand into a luxury cornerstone.
In 1996 LVMH became sole owner of Loewe, setting the Spanish leather house on a path toward global luxury positioning.
adidas acquired the rights to its three stripes from Finland's Karhu in 1952, a modest deal that secured its defining visual mark.
