Reebok is one of the most iconic names in sportswear and fitness fashion. Over the years, many people have asked, who owns Reebok and how its leadership and brand ownership have evolved. This article takes a detailed look at the ownership, company profile, leadership, financials, and associated brands.
Reebok Company Profile
Reebok is a global footwear and apparel brand rooted in performance sports and lifestyle. It was founded in 1958 in Bolton, England. Today, it operates under the management of Authentic Brands Group (ABG), headquartered at its Boston, MA office. As of 2025, Reebok employs around 4,600 people and brings in roughly $1.6 billion in annual revenue.
Founders
Reebok’s origins trace back to Joseph William Foster, who began crafting spiked running shoes in the early 1900s. In 1958, his grandsons Jeff and Joe Foster officially launched the Reebok brand, drawing its name from the Afrikaans word for an African antelope, known for its swiftness and grace.
Major Milestones
Reebok’s key historical highlights include:
1895–1958: Early Roots
- Joseph W. Foster begins making running shoes in Bolton.
- J.W. Foster & Sons is founded in 1900.
- By 1924, British Olympians wear Foster spikes.
- 1958: Jeff and Joe Foster create the Reebok brand, inspired by a dictionary entry.
1980s–1990s: Rise to Fame
- 1979: Paul Fireman licenses Reebok for U.S. distribution.
- 1982: Launch of the Freestyle aerobics shoe leads to $13 million in sales by 1983.
- 1989: The Reebok Pump debuts, followed by endorsement deals such as NBA star Shaquille O’Neal in 1992.
2000s: Expansion & Acquisition
- 2004: Reebok acquires CCM and enters NHL apparel.
- 2005: Adidas acquires Reebok for $3.8 billion.
- 2006: Paul Harrington becomes CEO under Adidas ownership.
2010s: Repositioning
- 2010: Reebok partners with CrossFit.
- 2013: Les Mills partnership leads to delta logo debut.
- 2019: Return to classic vector logo.
2021–2022: Ownership Change
- Feb 2021: Adidas announces sale of Reebok.
- Aug 2021: ABG wins bid for Reebok ($2.5 billion).
- Mar 2022: Deal finalizes; Reebok shifts under ABG.
2023–2025: Revival & Growth
- ABG partners with Galaxy Universal and Batra Group to manage U.S., European, and UK operations effective 2025.
- Profit surged in Reebok’s first full ABG year thanks to licensing, cost control, and external operating partners.
- Reebok’s US basketball arm is led by Shaquille O’Neal (President) and Allen Iverson (Vice President) via Netflix’s “Power Moves” docuseries, released June 2025.
- Strategic partnership with the WNBA includes signing Angel Reese and planning her signature shoe for 2026.
Who Owns Reebok?
Reebok is currently owned by Authentic Brands Group (ABG), a U.S.-based brand management company. ABG completed the acquisition of Reebok from Adidas in March 2022 in a deal valued at approximately $2.5 billion. This marked the end of Reebok’s 16-year tenure under Adidas.
Here’s a summary of Reebok’s ownership:
- Current Owner: Authentic Brands Group
- Former Owner: Adidas (2006–2022)
- Acquisition Value: $2.5 billion (2022)
- Ownership Type: Private (under ABG)
- Business Model: Brand licensing
- Headquarters: Managed from Boston (brand HQ), ABG is headquartered in New York
- Major Licensing Partners: Sparc Group, Galaxy Universal, Batra Group.
Parent Company: Authentic Brands Group
Authentic Brands Group (ABG) is a global brand development, marketing, and entertainment company. It owns a wide range of well-known consumer brands across fashion, media, entertainment, and sports. The company does not manufacture products itself. Instead, it licenses its brand portfolio to third-party operators, who handle manufacturing, retail, and distribution.
With headquarters in New York, ABG manages over 50 global brands including Juicy Couture, Forever 21, Nautica, and Sports Illustrated. Reebok is among its most valuable acquisitions in the performance and lifestyle category.
Reebok’s Transition from Adidas to ABG
Adidas had acquired Reebok in 2006 for $3.8 billion in hopes of gaining market share in the United States and competing more effectively with Nike. Despite some early synergy and brand positioning efforts, Reebok’s performance under Adidas gradually declined. The brand failed to meet long-term revenue expectations.
By 2021, Adidas decided to divest Reebok to refocus on its core operations. ABG emerged as the top bidder, seeing value in Reebok’s iconic heritage and global name recognition. The acquisition was finalized in early 2022.
Licensing Model and Operational Shift
Unlike Adidas, ABG does not directly operate Reebok stores or production. After acquiring the brand, ABG shifted Reebok to a licensing model. The rights to manufacture and distribute Reebok products were granted to regional partners. For example:
- Sparc Group handles U.S. operations.
- Galaxy Universal manages Reebok footwear in key international markets.
- Batra Group oversees the UK and European business.
This decentralized model helps reduce overhead and allows local experts to grow Reebok’s presence in each market.
Current Strategic Direction
Under ABG, Reebok is repositioning itself as a lifestyle and fitness brand rather than just a performance sports label. It continues to maintain a presence in fitness, while also expanding into fashion, streetwear, and collaborations.
In 2024, ABG announced Shaquille O’Neal as President of Reebok Basketball and Allen Iverson as Vice President, aiming to reconnect the brand with its basketball heritage. This move is part of a broader strategy to revitalize the brand and appeal to Gen Z and younger millennials.
Reebok is also actively involved in women’s sports. In 2025, it announced a strategic partnership with the WNBA and signed star athlete Angel Reese, with a signature shoe planned for 2026.
Who is the CEO of Reebok?
Todd Krinsky stepped into the role of President and CEO of Reebok in September 2022, following the brand’s acquisition by Authentic Brands Group (ABG). He brings over 30 years of experience at Reebok, starting from his early days in the mail room as an intern in 1992. Over the years, Krinsky advanced through design, product development, merchandising, marketing, and leadership roles.
Previously, Krinsky was the Senior Vice President of Reebok Design Group, where he led global product design, development, innovation, and go-to-market strategies. He especially steered the growth of the iconic Classics line—such as Classic Leather and Club C—which saw consistent global demand.
Leadership Style and Vision
Krinsky describes his leadership style as combining a startup mentality with product-driven growth at scale. He emphasizes heritage, authenticity, creativity, and storytelling. He often cites teamwork and product excellence as key drivers and is known to join teammates in activities like pickleball and basketball at Reebok’s Boston HQ.
He reports to Marc Miller, CEO of SPARC Group, Reebok’s U.S. operating partner under ABG.
Transition from the Previous CEO
Krinsky succeeded Matt O’Toole, who led Reebok for about 15 years. O’Toole was credited with the “Unleashed” strategy, which refocused the brand on athletic heritage and drove a 40% U.S. market share increase.
After stepping down as Reebok CEO, O’Toole transitioned to Executive Vice Chairman at ABG, where he contributes to broader strategy, acquisition planning, and global expansion efforts.
Noteworthy Milestones Under Krinsky
- Reviving Classics: Under Krinsky’s leadership, Reebok Classics continued to grow as a central brand pillar.
- Post-Acquisition Strategy: Krinsky championed ABG’s strategy to emphasize Reebok’s sports heritage, bold collaborations, and disruptive activations.
- Maintaining Momentum: He has helped sustain the growth momentum initiated under O’Toole, keeping the brand’s forward trajectory intact
Reebok Annual Revenue and Net Worth
2025 Annual Revenue
In 2025, Reebok’s estimated global annual revenue stands at approximately $1.6 billion. This figure reflects consistent growth under Authentic Brands Group’s strategic focus on licensing and collaborations.
The revenue is primarily generated through licensing agreements with regional operators, such as Sparc Group in the U.S. and Galaxy Universal in international markets. These partners handle production, distribution, and retail, while Reebok focuses on brand design and marketing. Its online store (reebok.com) alone generated $713 million in revenue in 2024, with projections indicating a modest increase (0–5%) in 2025.
Net Worth and Brand Valuation
Although Reebok is privately held as part of ABG, its brand valuation is estimated at over $1 billion in July 2025. Under Adidas’s ownership, brand assessments previously valued Reebok between €733 million and €765 million (approximately $790–830 million) just before the 2022 sale.
Since becoming part of ABG, the brand has expanded through strategic investments—such as the relaunch of its basketball division and high-profile partnerships with Shaquille O’Neal and Angel Reese. These initiatives, combined with improved licensing earnings, buoy its current valuation.
Here is a historical summary of Reebok’s estimated annual revenue and net worth over the past 10 years, from 2015 to 2025:
| Year | Estimated Revenue (USD) | Estimated Net Worth / Brand Valuation (USD) | Notes |
|---|---|---|---|
| 2025 | $1.6 billion | $1.0+ billion | Stable growth under ABG, strong licensing and global expansion |
| 2024 | $1.55 billion | $975 million | Basketball relaunch, online store revenues increased |
| 2023 | $1.5 billion | $900 million | First full year under ABG ownership, profitability returned |
| 2022 | $1.4 billion | $850 million | Transition year from Adidas to ABG; licensing model initiated |
| 2021 | $1.3 billion | $790 million | Final year under Adidas, valuation dropped pre-sale |
| 2020 | $1.6 billion | $900 million | Slight pandemic dip in sales; brand value held stable |
| 2019 | $1.75 billion | $950 million | CrossFit partnership peak, Classics lines thriving |
| 2018 | $1.9 billion | $980 million | Gradual growth through lifestyle and heritage relaunches |
| 2017 | $2.0 billion | $1.1 billion | Peak Adidas-era revenue, but internal challenges emerged |
| 2016 | $2.1 billion | $1.2 billion | High-performance product focus under Adidas |
| 2015 | $2.0 billion | $1.1 billion | Strong positioning as fitness and training brand under Adidas |
Profitability and Cash Flow
Reebok reported a pre-tax profit of $176.8 million for the full year of 2023 and annual turnover of $276.4 million, according to filings. This underscores how the brand’s licensing model yields strong margins by reducing manufacturing overhead. Its robust cash flow enables further investments in brand development, retail expansion, and product innovation without increasing risk.
Future Growth Potential
Analysts at ABG expect Reebok’s revenue to sustain a growth trajectory. Before the acquisition, ABG projected expansion from around $4 billion to $10 billion across its full sportswear portfolio. While Reebok itself was smaller, its growth pace is key to driving ABA’s long-term strategy.
In 2025, brand-led expansions in basketball, fitness, and women’s sports, alongside renewed online and physical retail efforts, suggest continued upward movement in both revenue and brand value.
Brands Owned by Reebok
As of 2025, Reebok operates as a brand under Authentic Brands Group (ABG), but it manages several product lines, brand extensions, and entities under the Reebok umbrella.
Here’s a detailed overview of the major brands owned by Reebok:
| Entity/Brand | Type | Purpose / Focus | Year Established | Operated By | Key Highlights |
|---|---|---|---|---|---|
| Reebok Classic | Lifestyle Division | Retro footwear and apparel; heritage-based designs | 1983 (relaunched) | Reebok internal design team | Features Classic Leather, Club C, Freestyle |
| Reebok Performance | Sportswear Division | Athletic gear for fitness, running, and training | 2000s | Reebok performance division | Includes Nano, Floatride, activewear lines |
| Reebok Basketball | Product Division | Basketball shoes and apparel; athlete partnerships | Relaunched 2023 | Led by Shaq & Allen Iverson | Home of Question Mid, Shaq Attaq, Angel Reese signature |
| Reebok x Collaborations | Creative Platform | Limited-edition partnerships with designers and celebrities | 2010s | Reebok global marketing team | Includes Cardi B, Margiela, Eames collabs |
| Reebok Kids | Product Line | Footwear and apparel for children and teens | Ongoing | Reebok product and licensing team | Child-sized versions of Classics and trainers |
| Reebok Work | Occupational Gear | Safety and industrial footwear for professionals | 2010s | Co-managed with licensing partners | Slip-resistant and safety-toe work shoes |
| Reebok Uniforms | Team Apparel Line | Customized teamwear and institutional gear | Ongoing | Regional distributors | Jerseys, tracksuits, and training kits |
| Reebok Studio | Creative Lab | Innovation lab for design, tech integration, and trend testing | Recent (under ABG) | Reebok creative & R&D teams | Produces experimental and premium capsule designs |
Reebok Classic
Reebok Classic is the heritage and lifestyle division of Reebok. It includes iconic silhouettes such as the Reebok Classic Leather, Club C, Workout Plus, and Freestyle Hi. These shoes originally gained popularity in the 1980s and 1990s and remain a key pillar of Reebok’s brand identity.
Reebok Classic is marketed toward a fashion-forward and lifestyle-driven audience. As of 2025, this division continues to see strong global demand, especially through limited-edition drops, retro colorways, and streetwear collaborations. It is operated directly under Reebok’s internal design and marketing teams and is one of the company’s most profitable verticals.
Reebok Performance
Reebok Performance focuses on athletic footwear, apparel, and gear designed for high-intensity workouts, training, running, and cross-training. This division includes training shoes like the Nano, Floatride, and other performance gear designed for gym-goers, runners, and fitness professionals.
Originally elevated through partnerships with CrossFit and UFC, the Performance line is now more broadly marketed toward mainstream fitness and training. It includes men’s and women’s performance apparel, compression wear, training shorts, sports bras, and activewear. This segment is core to Reebok’s identity as a fitness-first brand and is actively operated by the Reebok brand team.
Reebok Basketball
Reebok Basketball was relaunched in 2023 and expanded aggressively into 2024 and 2025. The division is led by Shaquille O’Neal (President) and Allen Iverson (Vice President), both Reebok legends. This entity includes a curated collection of retro and new basketball shoes, including:
- Shaq Attaq
- Question Mid
- Answer IV
- Pump Omni Zone II
In 2025, Reebok Basketball began developing modern athlete endorsements, including a major deal with Angel Reese, a rising WNBA star. Her signature shoe is scheduled for release in 2026. This basketball-focused sub-brand operates independently under Reebok’s performance team and is a major driver of brand revitalization in North America.
Reebok x Collaborations
Reebok has built an entire ecosystem around limited-edition and high-profile collaborations. These often feature partnerships with fashion designers, celebrities, musicians, and boutique retailers. This brand extension allows Reebok to maintain cultural relevance and attract younger audiences.
Key past and ongoing collaborations include:
- Cardi B – Fashion-focused women’s footwear and apparel
- Maison Margiela – Artistic reinterpretations of Classic Leather and Tabi silhouettes
- Eames Office – Furniture-inspired shoe collections
- Pyer Moss – Afro-futuristic, socially conscious designs
This collaboration arm is internally managed by Reebok’s creative team and has become a significant part of its brand story, especially on digital platforms.
Reebok Kids
Reebok Kids is a dedicated line of shoes and clothing designed for children and young teens. It includes scaled-down versions of adult classics and performance gear, as well as designs tailored for school, playground, and sports activities.
Reebok Kids operates under the core Reebok umbrella and is distributed through both online retail and select partners. It remains an important contributor to Reebok’s market share in family-oriented and back-to-school retail cycles.
Reebok Work
Reebok Work is a professional-grade line focused on industrial footwear and apparel. It includes safety-toe shoes, slip-resistant work boots, and occupational shoes designed for factory workers, warehouse staff, and other heavy-duty environments.
This sub-brand is often co-managed through Reebok’s licensing partners but carries official branding, technical design, and quality standards from Reebok. It caters to both B2B clients and individual consumers seeking reliable workwear.
Reebok Uniforms (Team & Institutional Gear)
Reebok also provides branded team apparel, uniforms, and training gear for schools, sports clubs, and fitness centers. While smaller in scale than other divisions, Reebok Uniforms is a structured program that allows teams and organizations to customize Reebok-branded kits for use in competition and training.
This segment includes jerseys, warm-up suits, tracksuits, and performance uniforms. It is often operated in partnership with local distributors and remains part of Reebok’s brand presence in community and grassroots sports.
Reebok Studio
Reebok Studio is a fashion and design lab created internally to explore future trends in footwear and activewear. It operates as a creative incubator within the company and produces experimental designs, tech-driven footwear concepts, and premium product capsules.
While Reebok Studio doesn’t produce products at a large scale, its ideas often inform new directions in other lines such as Reebok Classic or Reebok Performance. It is operated entirely by Reebok’s internal creative and product development teams.
Conclusion
Reebok is now owned by Authentic Brands Group, a brand management powerhouse. Once a dominant player in athletic footwear, Reebok has shifted towards a licensing model that focuses on brand equity rather than manufacturing. The brand continues to evolve through collaborations, lifestyle positioning, and global partnerships.
Understanding who owns Reebok today gives insight into how legacy brands can thrive under a brand management model rather than traditional corporate structures.
FAQs
Who is Reebok now owned by?
Reebok is now owned by Authentic Brands Group (ABG), a U.S.-based brand management company. ABG acquired Reebok from Adidas in March 2022.
Is Shaq an owner of Reebok?
Shaquille O’Neal is not the legal owner of Reebok, but he plays a significant leadership role. He is the President of Reebok Basketball and a key figure in the brand’s strategic direction in the basketball segment. While he doesn’t own the company, he is heavily involved in its operations and public image.
How much is Reebok paying Shaq?
The exact amount Reebok pays Shaquille O’Neal has not been publicly disclosed. However, his role is not just promotional—he is an executive partner leading Reebok Basketball, suggesting a performance-based compensation and equity-linked involvement.
Do Adidas still own Reebok?
No, Adidas no longer owns Reebok. The brand was sold to Authentic Brands Group in a $2.5 billion deal finalized in 2022.
Who is the founder of Reebok?
Reebok was founded in 1958 by Joe and Jeff Foster, the grandsons of Joseph William Foster. Joseph had created one of the first running spikes in the early 1900s, laying the groundwork for what became Reebok.
Which Reebok logo is original?
The original Reebok logo was the Union Jack flag, reflecting the brand’s British roots. Over time, Reebok introduced other logos, including the Vector logo in the 1990s and the Delta logo in the 2010s. In recent years, the Vector logo has been reinstated as the primary brand mark.
Did Nike buy Reebok?
No, Nike has never owned Reebok. Reebok was previously owned by Adidas and is now owned by Authentic Brands Group. Nike remains one of Reebok’s primary competitors.
Is Reebok owned by Puma?
No, Reebok is not owned by Puma. Reebok is owned by Authentic Brands Group. Puma is a completely separate company based in Germany and operates independently.
Was Michael Jordan sponsored by Reebok?
No, Michael Jordan was never sponsored by Reebok. He was famously signed by Nike and has his own signature brand—Air Jordan—under the Nike umbrella.
Why did Adidas sell Reebok?
Adidas sold Reebok because the brand underperformed financially and failed to meet long-term growth expectations. Adidas chose to refocus on its core operations and found a better fit for Reebok’s future under ABG’s brand management model.
Who owns Reebok brand?
The Reebok brand is owned by Authentic Brands Group (ABG). ABG is responsible for managing Reebok’s global branding, licensing, and marketing strategies.
Who is the current owner of Reebok?
Reebok is owned by Authentic Brands Group, which acquired the company from Adidas in 2022.
Is Reebok still a sportswear brand?
Yes, but it now focuses more on lifestyle and heritage fashion in addition to fitness and sportswear.
Who is Jamie Salter?
Jamie Salter is the founder and CEO of Authentic Brands Group and plays a central role in managing Reebok’s direction.
Is Reebok American or British?
Reebok was founded in the United Kingdom but is now managed by a U.S.-based company.
What happened to Reebok under Adidas?
Reebok underperformed during its time with Adidas, leading to its eventual sale to Authentic Brands Group.