Authentic Brands Group has appointed NewRee Sports as the core operating partner for Reebok in Mainland China, Hong Kong and Macau.

Under the agreement, NewRee Sports will oversee the production, import, distribution and sales of Reebok products in the three markets, including footwear and apparel for adults and children.

The appointment follows the early termination of Reebok’s previous licensing agreement with Tristate Holdings. In a filing with Hong Kong Exchanges and Clearing Limited, Tristate said the agreement ended on December 31. 

Authentic acquired Reebok from Adidas in 2021 and has since pursued a strategy of working with regional partners to grow the brand in key markets.

Founded in 1895, Reebok is known for its heritage in athletic footwear and sports culture, and today positions itself at the intersection of sport, activewear, and lifestyle.

The partnership with NewRee Sports marks the next phase of Reebok’s development in Greater China as Authentic continues to expand the brand’s presence through local operating partners.