Reebok, which is owned by Authentic Brands Group (Authentic), will return to the hockey equipment category through a new partnership with Wholesale Sports, Inc. (WSI). The company said a line of Reebok Hockey hardgoods is set to launch in the fourth quarter of 2026.
The initial collection will reportedly feature ice and inline hockey equipment, including sticks, helmets and skates.
Reebok became the official outfitter of the National Hockey League (NHL) in 2004 following its acquisition of The Hockey Co. and its CCM, Jofa and Koho hockey brands that year. Adidas acquired Reebok in 2007 and took over the NHL sponsorship beginning in the 2017/18 season.
“This is about returning Reebok to a space where it has real authority,” said Steve Robaire, EVP of Reebok at Authentic. “Our strategy has been focused on identifying the sports and segments where Reebok has historically been a market leader and investing in those categories with the right partners and the right product. Hockey is one of those sports, and we’re excited to bring Reebok back into the market in a way that shakes up the category and reflects what the brand does best.”
WSI, established in 2012 and located in Vista, California, manufactures ice hockey equipment under the Tron label and the Alkali brand roller hockey equipment label. It also operates the hockeytron.com e-commerce site. WSI will oversee product development, sales and distribution of the Reebok Hockey line.
“Reebok is one of the most respected names to ever compete in hockey,” said Chris Malki, president, WSI. “The brand carries real credibility with players who remember what it stood for on the ice. We saw an opportunity to build on that foundation and develop equipment that meets the performance expectations of today’s game.”
Ritchie Kruger, VP of sales, marketing and distribution at WSI, added, “From a distribution perspective, Reebok is a brand retailers and players understand immediately. Our ambition is to translate that recognition into a technically strong, long-term program that performs consistently in the market.”
The new partnership is said to be part of Reebok’s broader push to return to performance sports categories following its acquisition by Authentic in 2022.
“In recent years, the brand has strategically returned to core performance categories such as basketball and global football, approaching each with renewed focus and impact while pairing heritage credibility with modern innovation,” Authentic noted in a media release. “The return to hockey reflects that same disciplined approach, partnering with best-in-class partners, leading with product excellence, and building long-term equity in the sports that shaped the brand. As the brand continues to expand its presence across global performance categories, hockey stands as both a homecoming and a statement of intent, honoring its past while equipping the future of the game.”
Image courtesy Reebok/Authentic Brands Group
