Who Owns Reebok?
Reebok is owned by Authentic Brands Group (ABG), a New York-based brand management company that acquired Reebok from Adidas in March 2022 for approximately $2.5 billion. As of February 19, 2026, Galaxy Universal took over Reebok's US footwear operations, retail stores, e-commerce, and global product creation, design, and sourcing, while a joint venture between Galaxy Universal and Batra Group leads Reebok's operations in Europe and the UK. Reebok was originally founded in 1958 in Bolton, England, by brothers Joe and Jeff Foster and is headquartered in Boston, Massachusetts, USA.
Parent Company
Authentic Brands Group
Acquired
2022
Status
Private
Headquarters
Boston, Massachusetts, USA
Who Owns Reebok?
- Parent Company: Authentic Brands Group
- Ownership Type: Wholly owned
- Acquisition Year: 2022
- Company Type: Privately Held
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Reebok | Authentic Brands Group | Wholly owned |
History of Reebok
- Founded: 1958
- Founders: Joe Foster, Jeff Foster
- Acquired by Authentic Brands Group: 2022
Reebok was founded in 1958 by brothers Joe and Jeff Foster in Bolton, England, as a companion company to J.W. Foster and Sons, a sporting goods company established by their grandfather in 1895. The name "Reebok" comes from the Afrikaans spelling of rhebok, a type of African antelope, which Joe Foster found in a South African dictionary won in a running race. This naming choice reflected the brand's focus on athletic performance and speed.
Throughout the 1960s and 1970s, Reebok established itself as a producer of high-quality running shoes and athletic footwear, gaining recognition among serious runners and athletes. The company expanded internationally and developed innovations in athletic shoe technology, building a reputation for quality and performance among the running community.
The 1980s marked Reebok's breakthrough into mainstream success with the introduction of the Reebok Freestyle in 1982, the first athletic shoe designed specifically for women's aerobics fitness. This innovation coincided with the aerobics boom of the 1980s and established Reebok as a major player in the athletic footwear industry. The Freestyle became a cultural icon and helped Reebok achieve significant market share growth during this period. By the late 1980s, Reebok had become the second-largest athletic footwear company globally, behind Nike.
In 2005, German sportswear giant Adidas acquired Reebok for $3.8 billion, bringing the brand under corporate ownership. Under Adidas, Reebok experienced periods of both success and challenges as it competed with Adidas's core brand and other major athletic footwear companies. The integration proved challenging, as Reebok struggled to maintain its distinct identity within the larger Adidas portfolio while competing for resources and marketing attention.
In March 2022, Authentic Brands Group acquired Reebok from Adidas for approximately $2.5 billion, marking a new chapter in the brand's history. ABG's acquisition strategy focused on returning Reebok to its core strengths in fitness, basketball, and lifestyle, allowing the brand to operate more independently and focus on its heritage positioning. On February 19, 2026, ABG announced the operational restructuring with Galaxy Universal taking over US operations, representing a significant shift in how Reebok manages its business.
About Authentic Brands Group
What does Authentic Brands Group own?
ABG owns over 50 brands including Reebok, Champion, Guess (majority stake, January 2026), Dockers (acquisition agreed May 2025), Forever 21, Juicy Couture, Nautica, Quiksilver, Billabong, DC Shoes, Roxy, RVCA, Element, Sports Illustrated, and entertainment licensing rights for Marilyn Monroe, Elvis Presley, and Muhammad Ali, among others.
Is Authentic Brands Group publicly traded?
No. ABG is a privately held company and has not pursued a public listing as of February 2026. The company has been valued at over $20 billion in private funding discussions.
Who founded Authentic Brands Group?
ABG was founded in 2007 by Jamie Salter, who serves as Chairman and CEO. Salter built the company through acquisitions of heritage consumer brands and the development of a licensing-based business model.
Where is Authentic Brands Group headquartered?
ABG is headquartered in New York City, New York.
How does Authentic Brands Group make money?
ABG earns royalties from licensees who manufacture and sell products under ABG's brand names. Licensees pay royalties calculated as a percentage of net sales. ABG does not manufacture products or hold inventory directly.
What is ABG's most recent major acquisition?
In January 2026, ABG completed the acquisition of a majority stake in Guess, the American fashion brand, valuing Guess at approximately $1.4 billion. Prior to that, in May 2025, Levi Strauss agreed to sell the Dockers brand to ABG for $311 million.
- Founded: 2007
- Headquarters: New York City, New York, USA
- Company Type: Privately Held
- Revenue: approximately $700 million (estimated FY2024, licensing revenue)
- Employees: Approximately 3,000
Where Is Reebok Made / Based?
- Headquarters: Boston, Massachusetts, USA
- Manufacturing / Operations: Vietnam, China, Indonesia, India, Cambodia
Reebok Sustainability & Ethics
Reebok has committed to sustainability initiatives targeting carbon neutrality by 2050 with interim targets including 30% carbon reduction by 2030. The company has incorporated recycled materials into approximately 35% of its footwear and 30% of its apparel as of 2025, with targets to increase these percentages by 2027.
The company has faced scrutiny regarding labor practices in its supply chain and has implemented comprehensive labor standards through its Code of Conduct, requiring suppliers to meet specific wage, hour, and safety requirements. Reebok publishes information about its manufacturing partners and has committed to transparency in supply chain operations.
Reebok does not hold cruelty-free certification from Leaping Bunny or PETA, as the company manufactures products using animal-derived materials including leather and wool. The company has committed to sourcing these materials responsibly and improving animal welfare standards in its supply chain.
Awards & Recognition
Reebok has received recognition for its design innovation and cultural impact. The brand's Freestyle shoe was inducted into the Smithsonian Institution's National Museum of American History, recognizing its cultural significance. In 2024-2025, Reebok received recognition from industry publications for its successful repositioning under ABG ownership and its focus on fitness and lifestyle markets.
Reebok Recalls & Controversies
Reebok has faced scrutiny regarding labor practices in its supply chain, with investigations revealing wage and working hour violations at certain supplier factories. The company has responded with improved monitoring and enforcement of its Code of Conduct. In 2024, Reebok recalled approximately 150,000 pairs of running shoes due to sole durability issues, offering replacements or refunds to affected customers.
The company has also faced criticism regarding its environmental impact, particularly regarding plastic waste in manufacturing and packaging. Reebok has responded with initiatives to reduce single-use plastics and increase use of recycled materials.
Brands Owned by Authentic Brands Group
- Billabong - Australian surf lifestyle brand specializing in apparel, equipment, and accessor...
- Champion - American clothing brand specializing in sportswear, athletic apparel, and casual...
- DC Shoes - American action sports brand specializing in skateboarding and snowboarding foot...
- Element Skateboards - American skateboard company founded in 1992, manufacturing skateboard decks, app...
- Forever 21 - American fast fashion brand owned by Authentic Brands Group; the U.S. retail ope...
- Nautica - American apparel brand specializing in nautical-inspired clothing, outerwear, an...
- Quiksilver - Australian surf lifestyle brand specializing in apparel, equipment, and accessor...
- RVCA - American lifestyle apparel brand founded in 1999, specializing in clothing and a...
- Sports Illustrated - American sports media brand encompassing magazine, digital platforms, and multim...
- Von Zipper - California-based eyewear brand specializing in sunglasses, snow goggles, optical...
Reebok Ownership: Pros & Cons
Advantages
- +Strong brand heritage and recognition in fitness and athletic footwear
- +Focus on core strengths under ABG's brand management expertise
- +Access to global licensing and distribution partnerships
- +Independence from major sportswear conglomerate competition
- +Strategic positioning in growing fitness and lifestyle categories
- +Operational flexibility with Galaxy Universal partnership allowing focused US market execution
Considerations
- -Intense competition from major athletic brands like Nike and Adidas
- -Need to balance heritage appeal with modern market demands
- -Dependence on licensing partners for manufacturing and distribution
- -Market challenges in highly competitive athletic footwear industry
- -Brand positioning between performance and lifestyle segments
- -Operational complexity with multiple regional partners
Frequently Asked Questions About Reebok
Sources & Further Reading
Where to Buy
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Reebok on AmazonCompetitors to Reebok
No direct competitors found in the same category. This could be because Reebokoperates in a unique market segment or we're still building our competitor database.
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