Authentic Brands Group (Authentic) is partnering with Sports Casuals International (SCI), a global sports apparel design and manufacturing company, to expand Reebok’s footprint in the golf apparel category. Through the partnership, SCI will design, manufacture and distribute Reebok-branded adult performance golf apparel for men and women.
“This partnership aligns with Reebok’s focus on sport and builds on the brand’s recent signing of professional golf star Bryson DeChambeau and his team, LIV Golf’s Crushers GC,” the company said in a media release. The company announced in December that it had signed the golf phenom to an apparel and footwear deal (see more at bottom) and there was some questions in the market about the apparel source.
With SCI as Reebok’s apparel partner, the brand now has a head-to-toe softgoods offering, with Reebok Design Group (RDG), the brand’s global hub for design, development and innovation, handling the creation and distribution of golf footwear. The future of the RDG is also a topic of conversation this week after Ivy Solari, VP of digital commerce at Reebok, told an audience at the recent NRF Big Show that Galaxy Universal had acquired the Reebok Design Group and the brand’s U.S. operations (see more at bottom).
“Reebok’s re-entry into performance golf is a significant milestone in the brand’s evolution,” said Steve Robaire, EVP of Reebok at Authentic. “By combining SCI’s unmatched expertise in design and manufacturing with Reebok’s brand DNA, we’re delivering a fresh, disruptive approach to golf performance. This new offering meets the modern golfer’s needs and redefines what they can expect from the game, solidifying Reebok’s position as a leader in the performance golf market.”
Adding to this, Todd Krinsky, Reebok CEO, shared, “Golf is undergoing a cultural transformation and Reebok is uniquely positioned to shake up the sport with products that bring performance, style and accessibility to a broader audience. This launch reflects our commitment to diversifying our sport portfolio and serving athletes in new, exciting ways.”
The new product assortment reflects SCI’s fabric-first approach, combining performance-driven technologies with key design elements to enhance on-course functionality. Blending comfort, versatility and a fresh, modern aesthetic, this collection delivers apparel that performs on the course and transitions seamlessly to off-course wear.
“We are thrilled to partner with an iconic global brand like Reebok as they enter the sport of golf. This partnership combines Reebok’s powerful legacy with SCI’s 30+ years of expertise in apparel commercialization, a perfect fit. We’re immensely proud of the product range we’ve developed together and look forward to seeing it shine both on and off the course,” said Trenton Pfau, CEO at SCI.
“The product assortment will be available through various retail channels, including department stores, specialty retailers and online platforms,” Authentic said in its media statement.
See below for additional SGB Media coverage of the Reebok Golf program:
Reebok Returns to Golf Category; Partners with Bryson Dechambeau and Crushers GC
