Reebok Reclaims the Ice Through Hockey Partnership with Wholesale Sports

Reebok announced its return to the hockey equipment category through a new partnership with Wholesale Sports Inc (WSI), marking the brand’s re-entry into the sport and a renewed commitment to the hockey community.

The partnership will debut with a line of Reebok Hockey hardgoods, set to launch in Q4 2026. The initial collection will feature cutting-edge ice and inline hockey equipment, including performance-driven sticks, helmets, skates, and more, combining WSI’s technical expertise with Reebok’s deep heritage in the sport.

“This is about returning Reebok to a space where it has real authority,” said Steve Robaire, EVP, Reebok at Authentic, the brand’s owner. “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, an established leader in ice and roller hockey equipment, will oversee product development, sales, and distribution of the Reebok Hockey line. The company’s expertise in performance hardgoods ensures the brand enters the market with technical precision and athlete-first design.

“Reebok is one of the most respected names to ever compete in hockey,” said Chris Malki, President of 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.”

“From a distribution perspective, Reebok is a brand retailers and players understand immediately,” said Ritchie Kruger, VP of Sales, Marketing & Distribution at WSI. “Our ambition is to translate that recognition into a technically strong, long-term program that performs consistently in the market.”

The partnership signals another milestone in Reebok’s broader performance strategy under Authentic’s ownership. 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. 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.

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 Wholesale Sports Inc

Wholesale Sports Inc (“WSI”) was established in 2011 and is located at 27949 Diaz Road, Temecula, CA 92590, USA. WSI’s primary business is in the e-commerce sector (retail and wholesale), focusing on original-brand product development, sales, and marketing of ice and roller hockey equipment for domestic and international markets. WSI’s product lines include TronX for ice hockey and the Alkali brand for inline hockey equipment.