Who Owns RBX Active?

RBX began in the early 2000s as Rugged Bear X-treme. Eli Yedid, who had run The Rugged Bear children's outerwear brand for two decades, launched the label as an active extension aimed at the emerging market for accessible fitness apparel.

The brand grew through wholesale, placing product in off price and mid-tier retailers where its value positioning let it undercut premium activewear significantly. The pitch was consistent: on trend athletic styles at prices a mass market family could afford.

Yedid consolidated RBX under TRB Acquisitions LLC around 2010, separating it from the children's wear roots as athleisure became a major category. The brand repositioned around fitness and everyday active, adopting the #everydayactive messaging to target consumers priced out of Nike and Lululemon.

Direct to consumer expansion came in 2015 with the RBX Active ecommerce site, followed by outlet stores at Tanger Outlets, Premium Outlets, and other centers. By the late 2010s the brand reported approximately $200 million in gross sales across channels.

The brand faced a patent challenge in 2017 when Reebok filed an International Trade Commission complaint alleging RBX footwear infringed athletic shoe sole technology, a significant legal test that the private company navigated while continuing to grow.