Authentic Brands Group (ABG) has named NewRee Sports as the official operating partner for Reebok across Mainland China, Hong Kong, and Macau, marking a major step in the brand’s regional expansion strategy.
Under the new agreement, NewRee Sports will oversee production, import, distribution, and retail operations for Reebok’s full portfolio, including footwear and apparel for adults and children. The appointment follows the early termination of Reebok’s previous licensing agreement with Tristate Holdings, which concluded on December 31, 2025.
This move aligns with ABG’s broader plan to revitalize Reebok’s presence in Greater China, leveraging a local partner with strong market expertise. Reebok, founded in 1895 and now part of ABG, has been actively refining its regional strategies to strengthen market share in key territories.
The partnership signals a new era for Reebok in the region, combining global brand appeal with local market knowledge to drive growth in one of the world’s most competitive sportswear markets.
