中国上海，2026年4月22日 – 全球品牌开发、营销与授权行业的领导者Authentic Brands Group（Authentic）宣布旗下品牌Reebok在中国市场的发展战略，标志着这一经典运动品牌在中国市场开启全新的发展篇章。作为拥有深厚历史积淀与全球影响力的经典运动品牌，Reebok 将在 Authentic Brands Group 的赋能下，以清晰的品牌定位、本土化的市场策略以及创新的业务模式，加速拓展中国市场，释放品牌潜力，焕发运动经典品牌在新时代的影响力。
Shanghai, China, April 22, 2026 – Authentic Brands Group (Authentic), a global leader in brand development, marketing, and licensing, announced the development strategy for its brand Reebok in the Chinese market, marking the beginning of a new chapter for this iconic sports brand in China. As a classic sports brand with a rich heritage and global influence, Reebok will, under the guidance of Authentic Brands Group, accelerate its expansion in the Chinese market through clear brand positioning, localized market strategies, and innovative business models. This will unlock the brand’s potential and revitalize the influence of this iconic sports brand in the new era.
Global Presence 国际布局
Since acquiring Reebok in 2022, Authentic has revitalized this legendary sports and cultural brand. Through a strategy focused on iconic footwear, a return to its athletic roots, and a global retail footprint, Reebok has regained global growth momentum and is accelerating into a new phase of global development, with annual retail sales surging from $3.6 billion to over $5 billion. Reebok now operates more than 3,000 shop-in-shops and over 1,230 brand stores worldwide. This growth demonstrates the success of Reebok’s renewed focus on product innovation, cultural resonance, and strategic market expansion, as well as the strength of Authentic’s global platform.
自2022年收购Reebok以来，Authentic重新激活了这一运动及文化传奇品牌。通过聚焦经典鞋款、回归运动本源与全球零售布局的战略，Reebok已重获全球增长动能，加速迈入全球发展新阶段，全年零售额从36亿跃升至50亿美元以上。如今，Reebok在全球有超过3000家店中店及1230余家品牌店。这一增长彰显了Reebok重新聚焦于产品创新、文化共鸣以及战略性市场拓展所取得的成效，以及Authentic全球平台的强大实力。
Leveraging its global platform capabilities, Authentic has built a growth engine for Reebok that spans content, experiences, and channels. From the documentary “Power Moves” featuring Shaquille O’Neal to Authentic Live’s immersive activations at global cultural events such as Formula 1, the company continuously strengthens authentic connections between the brand and consumers. Drawing on Authentic’s global partner network, it enables Reebok to rapidly expand and localize its presence across various markets.
Authentic通过其全球平台能力，为Reebok构建起覆盖内容、体验与渠道的增长引擎。从奥尼尔参演的纪录片《Power Moves》到Authentic Live在F1等全球文化事件中的沉浸式激活，它不断强化品牌与消费者之间的真实连接。同时，借助Authentic全球合作伙伴网络，Reebok得以在不同市场实现快速本地化拓展。
Through partnerships with top athletes such as WNBA rising star Angel Reese, golf champion Bryson DeChambeau, and Serie A top scorer Dušan Vlahović, Reebok has strengthened its presence in professional sports to re-establish its authority in this field. By appointing Shaquille O’Neal as President of Basketball and Allen Iverson as Vice President of Basketball, the brand has deeply integrated them into product development and brand storytelling, ensuring its historical legacy is carried forward into contemporary expressions.
Reebok通过与一众顶尖运动员的合作，如WNBA新星Angel Reese、高尔夫冠军Bryson DeChambeau以及意甲头号得分手Dušan Vlahović等，强化其在职业体育领域的影响力，重新确立品牌在该领域的话语权。品牌通过任命Shaquille O'Neal与Allen Iverson分别出任篮球业务总裁与副总裁，深度参与产品与品牌叙事，使品牌历史资产延续至当代表达之中。
Reebok has established a clearer growth path bridging professional sports and culture. Steve Robaire, Global Executive Vice President of Reebok at Authentic Brands Group, said: “Reebok has deep roots in professional sports. Across all categories, we are building a long-term portfolio of athletes, product innovation, and narrative content to drive business scale while solidifying Reebok’s position at the intersection of sports and culture, striking a balance between professional credibility and cultural relevance.”
Reebok在专业运动与文化之间构建了更清晰的增长路径。Authentic Brands Group旗下Reebok全球执行副总裁Steve Robaire说：“锐步在专业运动领域拥有深厚根基。在所有品类中，我们正在建立一个长期的运动员、产品创新和叙事内容的组合，以推动业务规模化，同时巩固锐步在运动与文化中的地位，在专业信誉与文化相关性之间取得平衡。”
Chinese Narratives中国叙事
Building on this global momentum, China has become a strategic priority market in Reebok’s new phase of expansion. Recently, Authentic announced a partnership with NewRee Sports, formally authorizing the company to serve as Reebok’s operating partner in Mainland China, Hong Kong, and Macau region. NewRee Sport will be responsible for the production, import, distribution, and sales of Reebok’s adult and children’s footwear and apparel products in these markets.
基于这一全球增长态势，中国已成为Reebok新阶段布局中的战略重点市场。近日，Authentic宣布与新锐运动合作，授权其正式成为Reebok在中国大陆、中国香港及中国澳门地区的运营合作伙伴，负责上述市场内Reebok成人与儿童鞋履、服装类产品的生产、进口、分销及销售工作。
Authentic operates under a globally unified brand licensing model, guided by the core philosophy of “think global, act local”. By partnering with top local operators, the company maintains a unified global brand vision while driving market growth through localized strategies.
Authentic秉承全球统一的品牌授权模式，以“全球视野，深耕本土”为核心理念，通过与本地顶尖合作伙伴携手，在保持全球品牌统一发展愿景的同时，以本土化策略推动品牌在各市场增长。
In the Chinese market, Reebok will advance targeted retail strategies and superior product offerings while continuing to reinforce its rebellious brand spirit, focusing on the product pillars of sports and retro fashion. Fitness will remain the core growth engine, developing in synergy with sports categories such as basketball, running, and soccer to continuously strengthen its professional influence in the sports sector.
在中国市场，Reebok将推进针有对性的零售策略，并打造卓越的产品阵容，同时持续强化不羁的品牌精神，聚焦运动与复古时尚的产品支柱。其中，健身仍将作为核心增长引擎，并与篮球、跑步及足球等运动品类协同发展，持续强化其在运动领域的专业影响力。
Reebok will continue to embrace the Chinese market, gaining deep insights into Chinese consumers’ exercise habits and adapting its offerings accordingly. Based on Chinese consumers’ sports and fashion trends, the brand will optimize product sizing, functionality, and design. It will also leverage cross-brand collaborations as a breakthrough point for cultural integration to connect with a broader young consumer base.
Reebok继续拥抱中国市场，深度洞察中国消费者的运动习惯并进行本土化适配。根据中国消费者的时尚运动趋势，品牌将对产品版型、功能与设计进行优化，并以联名跨界为文化融合的突破点，连接更多年轻消费群体。
Reebok will build a comprehensive omnichannel network. Offline, the brand will prioritize key commercial districts in major cities and community-oriented retail settings to create retail spaces that offer a immersive and high-quality experience, Online, building upon optimized traditional e-commerce channels, the brand will accelerate its expansion into emerging e-commerce platforms and social commerce to enhance brand reach and conversion rates.
Reebok将构建立体的全渠道网络。线下重点布局核心城市的核心商圈及社区型消费场景，打造具有体验感与品质感的零售空间；线上则在优化传统电商渠道的基础上，加速向新兴电商平台及社交电商延展，以提升品牌触达效率与转化能力。
“With the continued support of Authentic’s global platform resources and brand marketing investments, we are confident that our collaboration with NewRee Sports will effectively unlock Reebok’s huge potential in the Chinese market,” said Josh Perlman, Executive Vice President of Authentic and Head of Greater China.
“在Authentic全球平台资源的持续赋能与品牌营销投入支持下，我们坚信与新锐运动的合作将有效释放锐步在中国市场的巨大潜力，”Authentic执行副总裁、大中华区负责人Josh Perlman说道。
Moving forward, leveraging Authentic’s global resource integration capabilities in content, entertainment, and digital innovation, Reebok is committed to building meaningful interactions with Chinese consumers and further solidifying its brand positioning at the intersection of sports, style, and culture.
未来，依托Authentic在内容、娱乐及数字创新领域的全球资源整合能力，Reebok致力于与中国消费者建立富有意义的互动，进一步巩固其在运动、风格与文化交汇点的品牌定位。
About Authentic Brands Group
Authentic Brands Group (Authentic) is a leading sports, media, entertainment and lifestyle platform. As the owner of some of the most iconic and beloved intellectual property in the world, Authentic acquires and invests in brands to create long-term value for all of its stakeholders.
Authentic Brands Group (Authentic）是一家全球领先的体育、媒体、娱乐及生活方式平台。作为拥有全球最具标志性和广受喜爱的知识产权的集团之一，Authentic通过收购和投资品牌，为所有利益相关方创造长期价值。
A digital-first, asset-light platform, Authentic sits at the intersection of culture, commerce and technology. It brings brands to life and cultivates fandom through powerful storytelling, premium content and unforgettable live experiences. Together with nearly 2,000 best-in-class licensing partners across 150 countries and an expansive distribution network, Authentic's brands drive more than $38 billion in annual systemwide retail sales worldwide.
Authentic以数字化为先，采取轻资产运营模式，位于文化、商业与科技的交汇点。集团通过讲述有力故事、打造优质内容及举办难忘的现场体验，令品牌焕发新生，培养品牌拥趸。凭借遍布150个国家、超过2,000家世界一流授权合作伙伴组成的广泛网络，以及强大的分销渠道，Authentic旗下品牌于全球范围内实现每年逾380亿美元的系统零售销售额。
Authentic's diversified portfolio spans more than 50 brands and reaches nearly one billion social media followers. Its roster includes Reebok, Champion, Shaquille O'Neal, David Beckham, Kevin Hart, Sports Illustrated, Elvis Presley, Muhammad Ali, Marilyn Monroe, Guess?, Aéropostale, Nautica, Eddie Bauer, Lucky Brand, Nine West, Brooks Brothers, Juicy Couture, Vince Camuto, Izod, Van Heusen, Dockers, Ted Baker, Hart Schaffner Marx, Vince, Barneys New York, Judith Leiber, Quiksilver, Spyder, Billabong, Volcom, Roxy, RVCA, DC Shoes, Prince, Sperry and Hunter.
Authentic旗下拥有多元化的品牌组合，涵盖50多个品牌，社交媒体粉丝总数接近十亿。集团品牌矩阵包括Reebok、Champion、Shaquille O’Neal、David Beckham、Kevin Hart、Sports Illustrated、Elvis Presley、Muhammad Ali、Marilyn Monroe、Guess?、Aéropostale、Nautica、Eddie Bauer、Lucky Brand、Nine West、Brooks Brothers、Juicy Couture、Vince Camuto、Izod、Van Heusen、Dockers、Ted Baker、Hart Schaffner Marx、Vince、Barneys New York、Judith Leiber、Quiksilver、Spyder、Billabong、Volcom、Roxy、RVCA、DC Shoes、Prince、Sperry以及Hunter等。
For more information, visit authentic.com. Follow Authentic on LinkedIn, Instagram and WeChat.
了解更多信息，请访问authentic.com，并关注Authentic在LinkedIn、Instagram及微信官方账号。