Reebok is re-entering the hockey equipment category through a new long-term licensing partnership with Wholesale Sports Inc, marking a strategic return to a sport it exited during its time under Adidas.
The comeback will begin in the fourth quarter of 2026 with the launch of a full range of Reebok-branded hockey “hardgoods,” including sticks, helmets, and skates for both ice and inline formats. The line will be developed, manufactured, and distributed by Wholesale Sports, leveraging its technical capabilities alongside Reebok’s legacy in the category.
The move is part of a broader effort by Reebok’s current owner, Authentic Brands Group, to rebuild the brand’s presence in performance sports categories where it historically held strong market share.
Steve Robaire, EVP at Reebok under Authentic, shared: “This is about returning Reebok to a space where it has real authority. Our strategy has been focused on identifying the sports and segments where Reebok has historically been a market leader. Hockey is one of those sports.”
Wholesale Sports will oversee product development and commercialization. Its president, Chris Malki, said the brand still holds “real credibility” among players, particularly those familiar with its earlier presence on the ice, adding that the partnership aims to meet the demands of the modern game.
Reebok was once a dominant force in hockey equipment, especially following its acquisition of The Hockey Company in 2004, which expanded its portfolio across skates, sticks, helmets, and apparel. The brand later stepped away from the category as its strategy shifted under Adidas, including the divestment of hockey-focused assets like CCM.
Its return now signals a renewed focus on performance-led categories, following similar efforts to rebuild its positioning in basketball and football.
With the Q4 2026 rollout, Reebok is positioning itself to re-enter a competitive global hockey equipment market, aiming to combine heritage credibility with updated product innovation.
