What Happened to Reebok?

Reebok's journey began in 1895 in Bolton, England, as J.W. Foster and Sons, pioneering spiked running shoes. The company was rebranded as Reebok in 1958 by the founder's grandsons, named after an African antelope. The brand gained significant traction in the 1980s, particularly with the aerobics boom and the launch of the Freestyle shoe in 1982, becoming a dominant force in women's athletic footwear and briefly surpassing Nike in sales. The late 1980s and early 1990s saw innovations like the Reebok Pump, endorsed by athletes like Shaquille O'Neal, and expansion into basketball and running.

However, by the early 2000s, Reebok began to lose its clear identity amidst intense competition, despite securing major licensing deals with the NFL and signing prominent hip-hop artists like Jay-Z and 50 Cent. In 2005, German sportswear giant Adidas acquired Reebok for $3.8 billion, aiming to challenge Nike's dominance in the US market. Under Adidas, Reebok struggled to find its footing, often being overshadowed and experiencing declining relevance. Adidas eventually replaced Reebok as the NBA's official uniform supplier in 2006. The brand's performance remained a drag on Adidas's overall results for many years, leading to Adidas announcing its intention to divest the brand.

On August 12, 2021, Adidas announced the sale of Reebok to Authentic Brands Group (ABG) for $2.5 billion, with the acquisition finalized on March 1, 2022. This marked a significant turning point. ABG, known for its brand management and licensing model, aimed to revitalize Reebok by leveraging its iconic intellectual property and partnering with specialist operators. Under ABG, Reebok has refocused on its heritage, particularly in basketball, appointing Shaquille O'Neal as President of Reebok Basketball and Allen Iverson as Vice President in October 2023. This strategy has led to new athlete partnerships, product launches, and a return to performance sports.

As of 2026, Reebok is actively pursuing a multi-faceted growth strategy. The brand's annual retail sales grew to $5 billion by 2025 under ABG's ownership. In January 2025, Galaxy Universal acquired Reebok's US operations, including footwear, retail, e-commerce, and global product creation. Further restructuring in February 2025 saw a joint venture, GB Brands Europe Limited, take over European and UK operations. Strategic partnerships, such as with Slam Jam in June 2025 for expansion in North America and Europe, underscore a commitment to cultural relevance and targeted distribution. In April 2026, Reebok announced a return to hockey equipment and a significant expansion into the Chinese market. The brand is also leveraging its classic silhouettes and cultural influence, signing global music artist KAROL G as a brand ambassador in February 2026 and planning the return of popular retro sneakers like the G-Unit G6 in 2026. While reebok.com's direct online sales showed a decline in 2025 and projected for 2026, the overall brand strategy under ABG focuses on a broader licensing and retail presence, with strong growth reported in markets like India.