Reebok Celebrates New European Headquarters in London

Leading global athletic lifestyle brand Reebok announced the official opening of its new European headquarters in London. The new hub is a strategic command center dedicated to supporting Reebok’s longstanding network of regional partners, retailers, and consumers.

Reebok’s deep historical ties to the UK and its origins in England make this London opening a symbolic homecoming for the brand. The opening represents a pivotal step in Reebok’s global strategy under Authentic Brands Group (Authentic), the owner of Reebok, and in partnership with GB Brands, the brand’s European operating partner, reinforcing Reebok’s return to performance sport, cultural leadership, and retail expansion.

“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.”

The London HQ is anchored by senior leadership that underscores Reebok’s commitment to talent and product excellence. At the top, 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. Marc takes the helm over from Interim CEO, Steve Robaire, who will remain very close to the Reebok Europe business by assuming an advisory role to the GB Brands board.

The headquarters will serve as both a commercial engine and a creative hub and will work 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.

“This is an incredibly exciting moment to join Reebok,” said Marc Le Roux, CEO of Reebok Europe. “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.”

About Reebok

Reebok is an iconic and irreverent sports culture brand with a rich and storied fitness heritage dating back to 1895. Founded on athletic footwear that changed the direction of sport, Reebok continues to introduce innovations that propel the industry forward. Today, Reebok sits at the intersection of active, lifestyle and sport, offering high quality and modern styles that are adaptable for every occasion. The brand strives to deliver every athlete, from professionals to enthusiasts, with the opportunity, products and inspiration to reach their full potential. Reebok currently operates in 80 countries with approximately 400 freestanding stores around the world.

For more information, visit Reebok.com or, for the latest news at News.Reebok.com.

Discover Reebok on Instagram, X and Youtube.

About Authentic Brands Group

Authentic Brands Group (Authentic) is the world’s leading owner of sports, lifestyle and entertainment intellectual property. It acquires and owns iconic brands, positions them for long-term growth and partners with top-tier operators to scale globally, all while delivering bold storytelling and marketing that brings each brand to life.

Authentic owns more than 50 global brands, generating approximately $32 billion in annual systemwide retail sales. These brands have a significant presence in 150 countries, with more than 29,000 freestanding stores and shop-in-shops, as well as 500,000 points of sale worldwide. Authentic’s portfolio of globally recognized brands includes Shaquille O’Neal, David Beckham, Reebok, Champion, Nautica, Elvis Presley, Marilyn Monroe, Sports Illustrated, Eddie Bauer, Aéropostale, Lucky Brand, Nine West, Brooks Brothers, Juicy Couture, Vince Camuto, Dockers, Quiksilver, Billabong, Sperry, Hunter and Ted Baker. Through its joint venture with Saks Global, Authentic Luxury Group (ALG), it drives growth for luxury and accessible luxury brands, including Barneys New York, Judith Leiber, Hervé Léger, Vince, Neiman Marcus, Saks Fifth Avenue and Saks OFF 5TH.

For more information, visit authentic.com.

Follow Authentic on LinkedIn, Instagram and WeChat.