You’ve probably noticed the Vector logo popping up more lately. Maybe it’s on a pair of vintage-style Club Cs at the gym or a high-end collaboration in a boutique window. But if you’re still thinking of Reebok as a sub-brand of Adidas, you’re living in the past.
Honestly, the sneaker world moved on a while ago.
The question of who owns Reebok company today isn't just about a name on a legal document. It’s about one of the biggest shake-ups in retail history. After years of feeling like a neglected younger sibling at Adidas, Reebok was sold.
It didn't go to another sneaker giant like Nike or Puma. Instead, it was scooped up by a massive, somewhat mysterious powerhouse based in New York City called Authentic Brands Group (Authentic).
The $2.5 Billion Handshake
In early 2022, the deal officially closed. Authentic Brands Group, led by billionaire CEO Jamie Salter, paid roughly $2.5 billion to take Reebok off Adidas’s hands.
If you think that sounds like a lot of money, keep in mind that Adidas actually bought Reebok for $3.8 billion back in 2006. They took a massive haircut on the sale. Why? Because for nearly 15 years, the marriage between the German giant and the British-born brand just didn't quite work.
Adidas wanted to beat Nike. They thought Reebok was the weapon to do it. But instead of a partnership, it felt more like Reebok was being suppressed to keep it from competing with Adidas's own core products.
Now, Reebok is the "crown jewel" of the Authentic portfolio.
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Who Exactly is Authentic Brands Group?
You might not know the name, but you definitely know their "employees." Authentic doesn't really make shoes in a factory. They are a brand development and licensing powerhouse.
Think of them as a massive intellectual property vault.
Besides Reebok, they own the rights to:
- Shaquille O’Neal (who is actually a major shareholder in Authentic himself).
- David Beckham.
- Marilyn Monroe and Elvis Presley's estates.
- Brooks Brothers, Forever 21, and Eddie Bauer.
Basically, they buy iconic brands that have lost their way and plug them into a massive global network of manufacturers and retailers. They don't want to run the stores themselves; they want to make sure the brand is everywhere.
The "Let Reebok Be Reebok" Strategy
When Jamie Salter took over, his mantra was simple: "Let Reebok be Reebok."
Under Adidas, the brand was forced into a narrow "fitness and CrossFit" corner. It worked for a bit, but it killed their cultural relevance in basketball and lifestyle. Under the new ownership of Authentic Brands Group, the shackles are off.
The company created the Reebok Design Group (RDG) in Boston. This is the "brain" of the operation. While Authentic owns the name, RDG handles the soul—the design, the tech, and the "cool factor."
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They’ve also decentralized how the shoes actually get to your feet. In the U.S., they partner with companies like Galaxy Universal to handle the actual "boots on the ground" retail and e-commerce. In Europe, they recently tapped GB Brands Europe (a joint venture between Galaxy and Batra Group) to run the show.
It’s a complicated web of licenses, but it means Reebok can move much faster than it ever did as a tiny part of the Adidas empire.
Shaq’s Revenge
Here is a fun fact most people miss: Shaquille O'Neal is technically one of the owners of Reebok now.
When Shaq signed his huge deal with Authentic Brands Group years ago, he became the company’s second-largest individual shareholder. He had been pushing Salter to buy Reebok for years.
Shaq’s first signature shoe was a Reebok. He felt the brand had been "diluted" under previous ownership. Now, as President of Reebok Basketball, he’s leading the charge to bring back the "glory days" of the 90s, signing new talent and re-releasing the classics that made the brand a titan in the first place.
Is the Brand Actually Doing Better?
It depends on how you measure "better."
Financially, the goal is aggressive. Authentic wants to push Reebok toward $10 billion in annual retail sales. They’re getting there by flooding the market—not just with sneakers, but with apparel, accessories, and even things like Reebok-branded fitness equipment and work boots.
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The "lifestyle" segment is where the real growth is. The brand has leaned hard into its "Classics" line. By tapping into the 80s and 90s nostalgia trend, they’ve managed to stay relevant even as the performance basketball market gets more crowded.
What This Means for You
If you're a consumer, the change in who owns Reebok company is mostly good news.
- More Availability: You’ll see Reebok in more places—not just specialized sports stores, but high-end fashion boutiques and big-box retailers.
- Better Collaborations: Because Authentic is a "marketing first" company, expect more weird and cool collabs with celebrities and other brands in their portfolio.
- Classic Re-issues: They know the archives are their biggest asset. Expect a steady stream of "The Pump," "Question," and "Club C" drops.
Real Talk: The Risks
It isn't all sunshine and retro sneakers. The "licensing model" that Authentic uses can be risky. When you have different companies handling the brand in different countries, there’s always a danger that the quality might vary or the brand message gets "muddy."
If one licensee decides to go cheap on materials to save a buck, it hurts the whole brand's reputation. Authentic has to play a very tight game of "brand police" to make sure the Reebok you buy in London feels the same as the one you buy in Los Angeles.
Next Steps for the Savvy Consumer
If you're looking to capitalize on the "new" Reebok era, keep an eye on their limited-run collaborations through the Reebok Design Group. These are often where the highest quality materials and most innovative designs live. Also, check the Authentic Brands Group portfolio for crossover events—don't be surprised to see Reebok gear popping up in partner stores like Forever 21 or through Shaq-endorsed platforms, as these often feature exclusive "entry-level" pricing for the same classic silhouettes.