Authentic Brands Group (Authentic) has replaced Tristate Holdings as Reebok’s operating partner in mainland China, Hong Kong and Macau, and has switched to Xinrui Sports Shanghai.
Tristate, which took over in May 2022, terminated its Reebok franchise agreement in December 2025 following poor performance.
Authentic said that Xinrui Sports Shanghai will be responsible for the production, import, distribution, and sales as Reebok’s operating partner in mainland China, Hong Kong and Macao, covering footwear and apparel for both adults and children.
Founded in 2025, Xinrui Sports Shanghai is controlled by Shanghai Xinrun Investment Management, which owns an 80 percent stake in the company. Its business covers technical services and clothing retail.
Image courtesy Reebok
