Reebok Europe

Welcome to the Reebok family, Dušan Vlahović ⚽ Reebok is making its return to sport alongside one of the game’s most dominant forwards. We’re proud to announce a long-term partnership with Serbian striker Dušan Vlahović. Known for his physical dominance, technical skill, and fearless attitude, Vlahović represents the next chapter of Reebok’s commitment to team sport. His signing marks another major step in our strategy to reclaim our place at the heart of global football.

Reebok Full Circle. Over the weekend to celebrate the launch of Reebok Classics in Garment Leather, we announced Reebok Full Circle, a community-led cultural hub that celebrated the people, movements and creativity that had kept our classics alive for over four decades. Designed as an open space, with moments throughout where the public were invited to engage, Reebok Full Circle reflected the brand’s intention to return to and reinvest in UK culture and communities that had long shaped the brand’s identity. Highlights from the three-day programme included: A photography exhibition curated by legendary photographer Ewen Spencer, pairing his documentation of British youth culture with work from selected community photographers, placing emerging voices alongside a seminal cultural archivist. Remix sessions hosted by Reebok ambassador and British rapper K Trap. Selected emerging artists were given studio access, collaboration time and direct mentorship. An archival Reebok product display curated by Rhys McKee (Cake Not Crumbs). A listening session hosted by Judah and David Sonubi, which gave insight into their world of music and the sounds that had shaped them. Throughout the weekend, the space was filled with energy, collaboration and creativity, reflecting the strength of the community and the enduring cultural impact of the brand, bringing to life the spirit of Reebok’s Born Classic. Worn for Life. campaign.

A new era of Classics has landed. Introducing our latest Reebok Classics campaign: “Born Classic. Worn For Life.”, starring GRAMMY-winning global recording artist KAROL G. “Reebok Classics have a rich foundation and heritage in style, which is really important to me when it comes to fashion, and I love that I’ll get to be part of the brand’s story and show the world how I take Reebok with me wherever I go.” said KAROL G.

Last week during Paris Fashion Week, to tease the upcoming launch of our Garment Leather Reebok Classics collection, we partnered with Slam Jam and FEU Magazine. Together we presented MOSH, an immersive installation rooted in the subversive energy of UK underground rave culture, where Reebok and Reebok Classics became tools for movement, not spectacle. Set in La Marais MOSH and our Reebok x Slam Jam pinnacle showroom, became a hub for our guests flowing between both spaces, driving brand visibility and cultural exchange. MOSH drew on the mosh pit as both symbol and choreography, exploring movement as resistance across generations. The program spanned talks on rave culture, MOSH poster workshops, vinyl listening sessions, and an underground rave featuring our local ambassador Prince Waly. True to its motto, “Born Classic. Worn for Life,” we celebrated, through this project, Reeboks cultural heritage and the people who continue to foster it to this day. Garment Leather Reebok Classics launch on Feb 18th with a softer feel, enhanced comfort and a more refined finish.

Reebok ‘Off the Court’ in Berlin: Last night marked a major milestone in our return-to-sport journey, with the exclusive early release of the SS26 Angel Reese 1. Celebrated through an exclusive “Off the Court” event in partnership with #zalando in Berlin, strengthening our sports proposition across Europe. Bringing together athletes, ambassadors, and tastemakers, the night honoured the brand’s basketball legacy and bold future. Anchored in sport, music, culture, and community, the event featured a performance by new ambassador Lucio101, with Reebok athlete and two-time WNBA All-Star Angel Reese in attendance, alongside new ambassadors K-Trap (UK) and Rondo (Italy). Where standout style met undeniable energy, on and off the court. 🔥✨ Zalando

A proud moment for our team 💥 Huge congratulations to our very own Alex Kerr, who competed in a demanding functional endurance competition in London this weekend! With an official time of 1:02:06 and a phenomenal 46th place out of 1,475 competitors, this is an achievement worth celebrating. Swipe through to feel the energy, hard work, and well-earned smiles. 🎉💪

In Drapers, our CEO Marc Le Roux shares insights into Reebok's vision for the future. Momentum is building and we're just getting started, read more here:

Join us in welcoming our newly appointed European CEO, Marc Le Roux. With decades of experience within the industry, Marc brings a bold vision for Reebok’s future. As we open our new London HQ, Marc shared “this is an incredibly exciting moment to join Reebok’.