NewRee Sports Tapped to Boost Reebok’s Expansion in Greater China: A New Era for Athletic Footwear

Authentic Brands Group has teamed up with NewRee Sports, designating them as the primary operating collaborator for Reebok in Mainland China, Hong Kong, and Macau.

Details of the Partnership

As per the agreement, NewRee Sports is charged with the supervision of the production, importation, distribution, and sales of Reebok products across the three markets. This encompasses a broad range of products, including footwear and attire for both adults and children.

The initiation of this partnership comes subsequent to the early dissolution of Reebok’s former licensing accord with Tristate Holdings. As per the details disclosed, the agreement with Tristate Holdings came to an end on December 31st.

A New Chapter for Reebok

Authentic Brands Group took the reins of Reebok from Adidas in 2021 and since then, it has adopted a strategy of collaborating with regional partners to boost the brand’s presence in pivotal markets.

Established in 1895, Reebok has built a reputation for its longstanding heritage in athletic footwear and sports culture. In the present era, it aligns itself at the crossroads of sport, activewear, and lifestyle.

The collaboration with NewRee Sports signifies a new chapter in Reebok’s evolution in Greater China. Authentic Brands Group is perpetuating the expansion of the brand’s presence via local operating partners.