Authentic Brands Group is setting up the next phase of a turnaround for Reebok (锐步), and China sits bang in the centre of its game plan. Since acquiring Reebok back in 2022, Authentic has been rebuilding the brand’s commercial and cultural footing. They’ve leant into heritage, used licensing to scale reach, and reconnected sport with storytelling.
That work is starting to hit some high notes. Global retail sales have climbed past US $5 billion. Store footprint has expanded – part of the reason sales are looking healthy – and a renewed push into performance categories is baring fruit. The next stop for this strategy is China.
Authentic has appointed Newree as a local operating partner to manage production, distribution, and retail across mainland China, Hong Kong, and Macau – effectively localising day-today business while keeping a handle on the brand’s image.
Authentic has deployed this model across many of its global markets, but in China it carries higher stakes: Reebok is re-entering a landscape defined by hyper-fast product cycles, domestic sportswear giants, and consumers who expect both technical credibility and cultural fluency.
The brand’s response is to split the difference. Fitness will anchor the business, while basketball, running, and football build out the performance credentials that have been so important for global sales. Store footprint will also play a big role, and alongside that sits a parallel play in retro sport style. This is undoubtably an area where Reebok’s archive still has real cultural power, though if it feels that way to Chinese consumers that missed the era of Reebok Classic trainers remains to be an answered.
Product, however, is just the iceberg’s tip. The are bigger moves being made to the structure of Reebok’s China business: a full-channel ecosystem, expansion into premium retail locations and community-based spaces offline are the main thrust of those. Pushing further into social media and emerging e-commerce platforms online will also be part of the gameplan.
The Dao view: What you can expect from Reebok in China
As usual with foreign brands on the grab for cultural capital, collaborations will do plenty for Reebok. Expect to see localised design tweaks on anything from fit to fashion to functionality as the brand tries to close the gap between its global brand DNA and Chinese consumer tastes.
