Reebok has officially opened its new European headquarters in London, marking a significant milestone in the brand’s global strategy and a symbolic return to its roots in England. The move underscores Reebok’s renewed commitment to performance, culture, and retail growth across Europe.
A Symbolic Return to the UK
Founded in Bolton in 1895, Reebok’s connection to the UK runs deep. The opening of the new office at Arthur Stanley House, 40–50 Tottenham Street represents both a homecoming and a strategic reinvestment in the European market.
Under Authentic Brands Group (Authentic) — the owner of Reebok — and in partnership with GB Brands, this new London hub is set to serve as the brand’s strategic command center, supporting regional partners, retailers, and consumers across Europe.
“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.”
Leadership and Vision for the Future
The opening also welcomes Marc Le Roux as the new CEO of Reebok Europe. With decades of experience in the sneaker and sportswear industry, Le Roux will lead Reebok’s European expansion, succeeding interim CEO Steve Robaire, who will continue in an advisory role to the GB Brands board.
“The opening of our new London headquarters marks a powerful symbol of Reebok’s future in Europe,” said Le Roux. “The brand’s legacy, combined with the strong foundation established by Authentic, has created an environment for success.”
Designed for Growth and Creativity
Reebok’s London headquarters will serve as both a commercial engine and a creative hub, collaborating closely with the brand’s Boston-based Reebok Design Hub. The space is designed to accelerate retail expansion, strengthen performance and women’s categories, and deepen Reebok’s cultural footprint in the European market.
This strategic move highlights Authentic and GB Brands’ commitment to locally led growth and innovation within the evolving sportswear landscape.
A Legacy That Continues to Evolve
With operations in over 80 countries and nearly 400 freestanding stores worldwide, Reebok remains a cornerstone of athletic style and innovation. The brand continues to sit at the intersection of sport, lifestyle, and culture, delivering performance-driven designs and iconic footwear to athletes and fashion enthusiasts alike.
For more on Reebok’s latest releases and partnerships, visit Reebok.com or check out their newsroom at news.reebok.com. You can also follow Reebok on Instagram, X (Twitter), and YouTube.
