Reebok is owned by Authentic Brands Group (ABG), a U.S.-based brand management company that acquired the athletic footwear and apparel brand from Adidas in 2022.
A Brief History of Reebok’s Ownership
Founded in 1958 in Bolton, England, Reebok rose to fame in the 1980s with its aerobics and fitness shoes. Over the decades, the brand became a global name in athletic wear, competing with industry giants like Nike and Adidas.
Adidas Acquires Reebok
In 2005, Adidas AG, the German multinational corporation, acquired Reebok for $3.8 billion. The goal was to strengthen Adidas’s market share in North America and better compete with Nike. However, Reebok struggled under Adidas’s ownership, failing to recapture its former market dominance.
Reebok Sold to Authentic Brands Group
In August 2021, Adidas announced it would sell Reebok as part of a strategic refocusing. The buyer was Authentic Brands Group, a company known for acquiring and licensing iconic global brands.
The sale was completed in March 2022 for approximately $2.5 billion. Since then, Reebok has operated independently under ABG’s portfolio, alongside other well-known names such as Brooks Brothers, Forever 21, and Sports Illustrated.
Who Is Authentic Brands Group?
Authentic Brands Group (ABG) is a brand development, marketing, and entertainment company headquartered in New York. It specializes in acquiring struggling or undervalued consumer brands and revitalizing them through licensing partnerships.
ABG does not manufacture or directly sell products. Instead, it licenses its brands — like Reebok — to partners who produce and distribute goods under strict branding guidelines.
What Has Changed for Reebok Under ABG?
Since the acquisition, Reebok has shifted its strategy. Rather than trying to compete directly with performance-first brands like Nike or Adidas, it’s leaning into lifestyle, heritage, and fitness fashion. Licensing deals with regional partners have allowed Reebok to re-enter markets with more flexibility and localized strategies.
Some key changes include:
- Collaborations with fashion brands and designers
- Renewed focus on retro styles and classic silhouettes
- A stronger presence in athleisure and casual wear markets
Final Thoughts
So, who owns Reebok? The answer is Authentic Brands Group, which purchased the brand from Adidas in 2022. While no longer part of a major sportswear conglomerate, Reebok is entering a new era — one focused on brand heritage, licensing partnerships, and lifestyle-driven growth.
FAQs
Does Shaq own Reebok?
Shaquille O’Neal does not personally own Reebok, but he is closely involved with the brand. In 2021, Reebok was acquired by Authentic Brands Group (ABG), where Shaq is a significant shareholder and has long advocated for the brand’s direction. While not the sole owner, he plays an active role in shaping Reebok’s image and partnerships.
When did Reebok come out?
Reebok was officially introduced in 1958 as a subsidiary of J.W. Foster and Sons, a British athletic footwear company. However, the brand gained international recognition in the early 1980s with its aerobics shoes during the fitness boom.
When was Reebok founded?
Reebok was founded in 1958 in Bolton, England, by Joe and Jeff Foster, the grandsons of Joseph William Foster, who had been making running shoes since 1895. The name “Reebok” was inspired by a type of African antelope, the rhebok.
Does Adidas own Reebok?
No, Adidas no longer owns Reebok. Adidas acquired the brand in 2005 but sold it in 2022 to Authentic Brands Group (ABG) for approximately $2.5 billion. Reebok now operates independently under ABG’s ownership.
What does Reebok mean?
The name “Reebok” comes from the Afrikaans spelling of “rhebok,” which is a type of African antelope. The founders chose the name from a dictionary during a naming contest, aiming for something unique and sporty.