Who Owns Reebok Now? The Surprising Answer

Reebok is now owned by Authentic Brands. They bought the company in 2021 for a hefty $2.5 billion. While Reebok has always been known for its Classics collection, which draws heavily from its archives, and its training shoes and apparel, the company has ambitious plans to expand further into the sports world.

Authentic Brands has a proven track record of taking iconic brands and breathing new life into them. They’ve done this with several brands like Forever 21 and Brooks Brothers. With Reebok, they are taking a similar approach. They’re focusing on the areas where Reebok excels, like its Classics line and its training wear. But they’re also looking for ways to push the brand into new sports markets. They see potential in sports like CrossFit, running, and fitness, all areas where Reebok has a strong foundation.

This acquisition has been a positive move for Reebok. Authentic Brands brings a wealth of experience in brand management and a commitment to growth. The company is investing in Reebok, focusing on product innovation and expanding its reach into new markets. This strategy seems to be paying off, with Reebok enjoying a resurgence in popularity. With a renewed focus and a clear path forward, Reebok is poised for a bright future.