Reebok
Authentic Brands Group · United Kingdom
Reebok is a sportswear brand founded in Bolton, England, in 1958 by Joe and Jeff Foster, grandsons of running shoe pioneer J.W. Foster. Headquartered in Boston, it was owned by adidas from 2005 to 2022 and now belongs to Authentic Brands Group, which runs it through licensed operating partners.
| Founded | 1958, Bolton, England |
|---|---|
| Founders | Joe Foster, Jeff Foster |
| Owner | Authentic Brands Group (since 2022) |
| Headquarters | Boston, United States |
| Former owner | adidas (2005 to 2022) |
| Website | reebok.com |
What is Reebok?
Reebok designs and sells athletic and lifestyle footwear and apparel, with a strong heritage in fitness, running and basketball. Since March 2022 it has been owned by Authentic Brands Group (ABG), the New York brand management company, which describes Reebok as its largest brand.
History
Joseph William Foster began making spiked running shoes in Bolton in 1895, and his business became J.W. Foster and Sons. In 1958 his grandsons Joe and Jeff Foster founded Reebok as a companion company. The brand moved its headquarters to Massachusetts in 1984 and became one of the leading sportswear names of the 1980s with the Freestyle (1982), the first athletic shoe designed for women, the Club C (1985) and the inflatable Pump (1989).
Adidas agreed to acquire Reebok in 2005 for about 3.8 billion dollars. After years of underperformance under adidas, it was sold to ABG in a deal announced in August 2021 at a value of at least 2.5 billion dollars and completed on 1 March 2022. In 2023 Shaquille O'Neal was named president of Reebok Basketball.
Products and positioning
- Classic lifestyle sneakers such as Club C
- Training shoes including the Nano
- Basketball footwear
- Fitness and lifestyle apparel
Business model and distribution
Under ABG, Reebok follows a licensing model. Operating partners run the business by region, including Galaxy Universal for the United States and global product creation, GB Brands Europe for Europe and the UK, NewRee Sports for mainland China, Hong Kong and Macau, and Brand Collective for Australia and New Zealand. These partners handle design, wholesale, e-commerce and stores in their territories.
Why it matters
Reebok is the largest sportswear brand to move from a traditional group into the brand management model. Its development is a test case for whether a licensed, partner-run structure can rebuild a heritage athletic brand against vertically integrated competitors.
Frequently asked questions
Who owns Reebok?
Reebok has been owned by Authentic Brands Group since March 2022, when ABG completed its purchase from adidas. ABG licenses the brand to operating partners such as Galaxy Universal and GB Brands Europe.
Is Reebok British or American?
Reebok was founded in Bolton, England, in 1958, but it moved its headquarters to Massachusetts in 1984 and is now based in Boston. It is therefore a British-born brand run from the United States.
