Reebok, part of Authentic Brands Group (Authentic), has opened its European headquarters in London, positioning the new hub as a strategic command center to support its regional partners, retailers, and consumers.
“Reebok’s deep historical ties to the U.K. and its origins in England make this London opening a symbolic homecoming for the brand,” Authentic said in a media release. The opening “represents a pivotal step in Reebok’s global strategy under Authentic in partnership with GB Brands, the brand’s European operating partner.”
“Europe has always been at the heart of Reebok’s story, and this new office represents both a homecoming and a forward-looking investment,” said Steve Robaire, EVP of Reebok at Authentic. “We’re building a team and a space to reignite Reebok’s legacy in sport while connecting authentically with today’s culture and consumers. Alongside our new home, we’re proud to welcome Marc Le Roux as the new CEO of Reebok Europe, whose leadership will be instrumental in expanding the brand’s regional footprint.”
Marc Le Roux steps in as the new CEO of Reebok Europe, bringing decades of sneaker industry expertise and vision to the brand’s next chapter. He takes the helm from Interim CEO Steve Robaire, who will remain close to the Reebok Europe business in an advisory role to the GB Brands board.
Located at Arthur Stanley House on Tottenham Street, Reebok’s headquarters is expected to serve as a “commercial engine and a creative hub, working closely with the Boston-based Reebok Design Hub.”
“Designed to accelerate retail expansion, strengthen performance and women’s categories, and deepen Reebok’s cultural footprint, the office reflects Authentic and GB Brands’ commitment to locally led strategy and long-term growth in Europe,” the company added.
“This is an incredibly exciting moment to join Reebok,” said Le Roux. “The brand’s legacy, combined with the strong foundation established by Authentic, has created an environment for success. The opening of our new London headquarters marks a powerful symbol of Reebok’s future in Europe, and I’m thrilled to help write the next chapter of its story.”
Images courtesy Authentic
