Reebok - Fashion Company Profile
Reebok is the sports and lifestyle brand founded in Bolton, England in 1958 and headquartered in Boston, Massachusetts - an Authentic Brands Group brand since March 1, 2022, when adidas completed its sale of the business it had owned since 2006.
Company Snapshot
- Status
- Operating - a global sports and lifestyle brand owned by Authentic Brands Group since March 1, 2022, and run through regional operating partners
- Type
- Private - a brand of Authentic Brands Group, which bought it from adidas for up to $2.5 billion; adidas had owned Reebok since 2006
- Headquarters
- Boston, Massachusetts, United States
- Founded
- 1958, in Bolton, England - the name was adopted by the J.W. Foster and Sons shoemaking family business (founded 1895); the U.S. business dates to 1979
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Company Profile
Current products are on the Reebok website, linked above; the shop box covers Reebok products sold through Amazon and eBay. Reebok's present structure is a licensing model: Authentic Brands Group owns the brand and places its operation with partners by territory - in the United States the operating partnership moved in 2025 to Galaxy Universal for footwear design and retail operations, after an earlier period under SPARC Group. The brand's public face is unchanged from the position stated in its older profile: sports and lifestyle products built on authenticity in sports, fitness and women's categories, from training shoes to the Classics lines. The adidas-era record this directory keeps - including the full-year 2014 results summary reported in March 2015 - is on the history page, dated to its period.
The filing spells out who the brand designs for: each and every athlete, from professional athletes to recreational runners to kids on the playground, given the opportunity, the products and the inspiration to achieve what they are capable of. Reebok's positioning, the profile says, celebrates the distinct qualities that make people who they are - their unique points of view, their individual style and their remarkable talents and accomplishments. 'While some may call them crazy or eccentric, Reebok calls them visionary and original.' That individuality-first language matters for reading the brand's later history: it is the voice Reebok used while it sat inside a much larger group, and the identity its new owners bought.
Reebok History
The earlier record for this company - its history, past brand line-ups, figures and photographs from the periods described - is kept on a separate page for historical reference.
Reebok History & Historical Profile →Common Questions
When did Authentic Brands Group buy Reebok?
The sale from adidas was agreed in August 2021 at up to $2.5 billion and closed on March 1, 2022. adidas had acquired Reebok in 2006.
Where is Reebok headquartered?
Boston, Massachusetts. Authentic confirmed at the acquisition that Reebok's world headquarters would remain in Boston.
Who runs Reebok's U.S. business?
Operating partners under license from Authentic Brands Group; in 2025 reporting, the U.S. footwear design and retail operation moved to Galaxy Universal. The brand itself is owned by Authentic.
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