Reebok: Difference between revisions

{{shortShort description|Footwear and clothing company}}

{{forFor|the South African antelope|Grey rhebok}}

| logo_caption = Logo since 2022

| image_caption = Global headquarters in [[Boston]], Massachusetts

* [[Privately held company|Private]]<br />{{small|(1958–1985)}}

* [[Public company|Public]]<br />{{small|(1985–2005)}}

* [[Subsidiary]]<br />{{small|(2005–present)}}

| foundation = {{start date and age|1958}}{{efn|Predecessor [[J.W. Foster and Sons]] was established by Joseph W. Foster to manufacture athletic shoes. The original family business was eventually absorbed by Reebok in 1976.<ref name="FarrellT">{{Cite web |last=Farrell |first=T. |date=2017-09-19 |title=Running the show: Reebok |url=http://letslookagain.com/2017/09/running-the-show-reebok/ |access-date=2022-08-08 |website=Let's Look Again |language=en-GB}}</ref>}} in [[Bolton]], [[England]]<ref>{{Cite web |last=Richardson |first=Marc |date=October 18, 2018 |title=A Quick History of Reebok |url=https://www.grailed.com/drycleanonly/reebok-history |access-date=2022-08-08 |website=Grailed}}</ref><ref name=highs>[https://www.highsnobiety.com/tag/reebok/ Reebok timeline] on Highsnobiety.com</ref>

* [[Adidas]]<br />{{small|(2005–2021)}}

* [[Authentic Brands Group]]<br />{{small|(2021–present)}}

'''Reebok International Limited''' ({{IPAc-en|ˈ|r|iː|b|ɒ|k}}) is an American fitness footwear and clothing brand that is a part of [[Authentic Brands Group]]. It was established in England in 1958 as a companion company to [[J.W. Foster and Sons]], a sporting goods company which had been founded in 1895 in [[Bolton]], Lancashire. From 1958 until 1986, the brand featured the flag of the United Kingdom in its logo to signify the origins of the company. It was bought by German sporting goods company [[Adidas]] in 2005, then sold to the United States-based Authentic Brands Group in 2021. The company's global headquarters are located in [[Boston]], Massachusetts, in the [[Seaport District]].

In 1895, Joseph William Foster at the age of 14 started work in his bedroom above his father's sweetshop in [[Bolton]], England, and designed some of the earliest [[spiked running shoe]]s.<ref name="Company history">{{cite news|title=Adidas buys Reebok to conquer US|url=https://www.telegraph.co.uk/finance/2920095/Adidas-buys-Reebok-to-conquer-US.html |archive-url=https://ghostarchive.org/archive/20220111/https://www.telegraph.co.uk/finance/2920095/Adidas-buys-Reebok-to-conquer-US.html |archive-date=January 11, 2022 |url-access=subscription |url-status=live|agency=The Telegraph|date=6 October 2016}}{{cbignore}}</ref> After his ideas progressed, he founded his business "''J.W. Foster''" in 1900; later he joined with his sons and changed the company name to [[J.W. Foster and Sons]].<ref name="rourke" /> Foster opened a small factory called Olympic Works, and gradually became famous among athletes for his "running pumps".<ref name="Company history"/><ref name="Coles">{{cite book |last1=Coles |first1=Jason |url=https://www.worldcat.org/oclc/960846901 |title=Golden Kicks: The Shoes That Changed Sport |year=2016 |publisher=Bloomsbury Publishing |isbn=978-1-4729-3704-9 |location=London |pages=14–16 |oclc=960846901}}</ref> The company began distributing its shoes across the United Kingdom, which were worn by British athletes. They were made famous by 100m Olympic champion [[Harold Abrahams]] in the [[1924 Summer Olympics]] held in Paris.<ref name="Coles"/><ref name=ny86>{{cite news|url=https://www.nytimes.com/1986/05/15/business/market-place-the-surging-reebok-stock.html|title=Market Place; The Surging Reebok Stock|author=Vartanig G. Vartan|date=May 15, 1986|newspaper=[[The New York Times]]|access-date=February 24, 2015}}</ref>

In 1979, an American businessman named [[Paul Fireman]] took notice of Reebok at the Chicago NSGA (National Sporting Goods of America) Show. Fireman had previously been an executive with his family business Boston Camping,<ref>{{Cite web|url=https://www.sportsbusinessjournal.com/Journal/Issues/2021/06/14/Portfolio/Fireman.aspx|title=Paul Fireman: Sole Man|website=Sports Business Journal|date=June 14, 2021 }}</ref> and negotiated a deal to license and distribute the Reebok brand in the United States. The division became known as '''Reebok USA Ltd.'''<ref name=hoopsvibe>{{cite news|title=The History of Reebok in the Sneaker Industry|author=C.Y. Ellis|date=November 8, 2013|publisher=HoopsVibe}}</ref> That year, Fireman introduced three new shoes to the market at $60. By 1981, Reebok reached more than $1.5 million in sales.<ref name="rourke">{{citeCite book |last1author=RourkePederson |first1first=ElizabethJay P. |url=httpshttp://www.worldcatfundinguniverse.orgcom/oclccompany-histories/reebok-international-ltd-history/769042347 |title=International Directory of Company Histories: "Reebok International Ltd." |last2date=HedbladMarch |first2=Edna19, |last3=Salamie |first3=David |date=1999 |publisher=[[St. James Press |others=Jay P. Pederson, Thomson Gale]] |isbn=978-1-55862-665385-29 |volume=26 |location=Detroit, Mich.Michigan |page=396 |oclc=76904234741291127 |via=Funding Universe}}</ref>

In 1982, Reebok debuted the [[Reebok Freestyle]] aerobics shoe, the first athletic shoe designed for women.<ref name=rourke/><ref name=mcdonald>{{cite news|title=Cases in Sport Marketing|last1=McDonald|first1=Mark A.|last2=Milne|first2=George R.|publisher=Jones and Bartlett Publishers|date=1999| pages=63–86}}</ref> The following year Reebok's sales were $13 million,<ref name=fortune88>{{cite magazine|url=httphttps://archivemoney.fortunecnn.com/magazines/fortune/fortune_archive/1988/05/23/70575/index.htm|title=America's Fastest Growing Companies|author=Stuart Gannes|date=May 23, 1988|magazine=Fortune Magazine|access-date=February 25, 2015}}</ref> and Fireman bought the English-based parent company in 1984. Officially an American company in 1985, Reebok had its [[initial public offering]] on the [[New York Stock Exchange]] under the ticker symbol RBK and was renamed Reebok International Limited.<ref name=ny86 /><ref name=vartan />

The brand established itself in professional tennis with the Newport Classic shoe, popularized by [[Boris Becker]] and [[John McEnroe]], and the Revenge Plus, also known as the Club C. The company began expanding from tennis and aerobics shoes to running and basketball throughout the mid to late 1980s, the most significant segment of the athletic footwear industry.<ref name=vartan>{{cite news|url=https://www.nytimes.com/1986/01/21/business/market-place-a-brisk-pace-is-set-by-nike.html|title=Market Place; A Brisk Pace Is Set by Nike|author=Vartanig G. Vartan|date=January 21, 1986|newspaper=The New York Times|access-date=February 25, 2015}}</ref> One of the company's most iconic technologies,<ref name=complex>{{cite web|url=http://www.complex.com/sneakers/2013/02/10-sneakers-that-debuted-significant-technology/reebok-pump|title=10 Sneakers That Debuted Significant Technology|author=Russ Bengtson|date=February 25, 2013|publisher=Complex Magazine|access-date=March 1, 2015}}</ref> the [[Reebok Pump]], debuted in 1989<ref name=nytimes89>{{cite news|url=https://www.nytimes.com/1989/11/01/business/company-news-reebok-introduces-inflatable-shoe.html|title=COMPANY NEWS; Reebok Introduces Inflatable Shoe|work=The New York Times |date=November 1, 1989|agency=Reuters|access-date=March 1, 2015}}</ref><ref name=sun89>{{cite news|url=http://articles.sun-sentinel.com/1989-09-14/business/8903030064_1_reebok-shoe-version|archive-url=https://web.archive.org/web/20150402145441/http://articles.sun-sentinel.com/1989-09-14/business/8903030064_1_reebok-shoe-version|url-status=dead|archive-date=April 2, 2015|title=Reebok 'Pump' To Sell For $170|date=September 14, 1989|newspaper=Sun Sentinel|access-date=March 1, 2015}}</ref> with more than 100 professional athletes wearing the footwear by 1992, including [[Shaquille O'Neal]].<ref name=rourke/><ref name=bswk93>{{cite magazine|url=https://www.bloomberg.com/bw/stories/1993-12-19/can-reebok-regain-its-balance|title=Can Reebok Regain Its Balance?|date=December 19, 1993|magazine=Bloomberg Businessweek|access-date=March 1, 2015}}</ref>

In 1986, Reebok switchedchanged itsthe originalcompany logo from the flag of the United Kingdom it had used since its founding, andfrom whichthe wasflag presentof onthe ReebokUnited classics shoes models,Kingdom to the vector logo—an abstract Union Flag streak across a race track—which mirrored the design of the side flashes of its shoes.<ref name="adage">{{Cite web |author=Zmuda |first=Natalie |date=February 28, 2014 |title=Change: Reebok Logo Indicates Shift From Pros to Crossfit |url=http://adage.com/article/news/change-reebok-logo-shift-pros-crossfit/291923/ |archive-url=https://web.archive.org/web/20150402142314/http://adage.com/article/news/change-reebok-logo-shift-pros-crossfit/291923/ |archive-date=2015-04-02 |access-date=March 1, 2015 |website=Advertising Age}}</ref> The switch signaled the transition of the company into a performance brand as it began licensing deals with professional athletes in the [[NBA]] and [[NFL]].<ref name="fastcode">{{cite web |author=Brownlee |first=John |date=March 13, 2014 |title=How Reebok Became The Brand For Crossfit Junkies |url=http://www.fastcodesign.com/3027567/how-reeboks-crossfit-logo-took-over-the-mothership |url-status=dead |archive-url=https://web.archive.org/web/20160828051346/http://www.fastcodesign.com/3027567/how-reeboks-crossfit-logo-took-over-the-mothership |archive-date=2016-08-28 |access-date=2022-10-16 |website=FastCode}}</ref> Reebok also began developing sports clothing and accessories, and introduced a line of children's athletic shoes called Weeboks.<ref name="chicagotrib">{{cite news |author=Petersen |first=Clarence |date=March 15, 1987 |title=The Training Of Trendy Tots |newspaper=[[The Chicago Tribune]] |url=httphttps://articleswww.chicagotribune.com/1987-/03-/15/features/8701200671_1_tresthe-yuptraining-buzzof-buzzelltrendy-trendinesstots/ |access-date=March 1, 2015|url-status=deadlive|archive-url=https://web.archive.org/web/20180926014557/http://www.chicagotribune.com/news/ct-xpm-1987-03-15-8701200671-story.html|archive-date=2018-09-26}}</ref> It acquired [[Rockport (company)|Rockport]] for $118.5 million in 1986.<ref>{{Cite web |last=Groves |first=Martha |date=1986-09-17 |title=Reebok to Buy Rockport for $118.5 Million |url=https://www.latimes.com/archives/la-xpm-1986-09-17-fi-10421-story.html |access-date=2022-12-08 |website=[[Los Angeles Times]]}}</ref> and [[Avia (shoes)|Avia]] for $180 million a year later.<ref name=rourke/> By mid-decade, Reebok's sales were about $1 billion, and it overtook [[Nike, Inc.]] as the largest athletic shoe manufacturer in the US before losing the top position in 1988.<ref name="wsj05">{{cite news |last1=Berman |first1=Dennis K. |last2=Kang |first2=Stephanie |last3=Karnitsching |first3=Matthew |date=2005 |title=Adidas Nears Deal to Buy Reebok In Effort to Gain Ground on Nike |newspaper=[[The Wall Street Journal]] |url=https://www.wsj.com/news/articles/SB112304841978003570 |access-date=March 23, 2015}}</ref><ref name="FarrellT" />

Reebok named [[Carl Yankowski]] president and chief executive officer of the brand in 1998, replacing former president Robert Meers.<ref name=latimes98>{{cite news|url=httphttps://articleswww.latimes.com/1998archives/la-xpm-1998-aug/-28/business/-fi-17271-story.html|title=Former Sony Exec to Head Reebok Brand|date=August 28, 1998|newspaper=Los Angeles Times|access-date=March 1, 2015}}</ref><ref name=baltimore99>{{cite news|url=http://articles.baltimoresun.com/1999-12-02/business/9912020099_1_reebok-international-yankowski-athletic-shoe|title=Yankowski resigns as president of Reebok-brand shoes, apparel|date=December 2, 1999|newspaper=The Baltimore Sun|access-date=March 1, 2015}}</ref> Yankowski stepped down one year later to accept an executive position at another company. Reebok chairman and CEO [[Paul Fireman]] took over as president for the first time in 12 years.<ref name=baltimore99/>

In 2001, Reebok hired [[Peter Arnell]] with the Arnell Group as its lead marketing agency, which created several [[Reebok advertising campaigns|advertising campaigns]], including a successful series of [[Terry Tate]] commercials.<ref>{{Cite web |last=Van Der Pool |first=Lisa |date=August 28, 2003 |title=Arnell 'Outperforms' for Reebok |url=https://www.adweek.com/brand-marketing/arnell-outperforms-reebok-66590/ |url-status=live |website=[[Adweek]]}}</ref> The agency also helped develop the [[Yao Ming]] line, and the fashion-oriented Rbk brand.<ref>{{Cite web |date=October 24, 2003 |title=Yao Ming Stands Tall for Reebok |url=https://www.adweek.com/brand-marketing/yao-ming-stands-tall-reebok-67985/ |access-date=2021-10-27 |website=[[Adweek]]}}</ref><ref name="rebirth_cool">{{Cite web |last=Lindsay |first=Greg |date=September 1, 2004 |title=The Rebirth of Cool: Reebok Has Given Up on Trying to Beat Nike at the Hard-Core Sports Game. Instead, It Wants to Become the Shoe Brand for Hip-Hoppers, Hipsters, and Other Fashion-Forward Urbanites. |url=https://archive.fortune.com/magazines/business2/business2_archive/2004/09/01/379521/index.htm |accessurl-status=dead |archive-url=https://web.archive.org/web/20221028232149/https://archive.fortune.com/magazines/business2/business2_archive/2004/09/01/379521/index.htm |archive-date=2022-10-28 |access-date=2023-10-14 |website=[[FortuneBusiness (magazine)|Fortune2.0]]}}</ref><ref>{{Cite web|title=Reebok Logo - Design and History of Reebok Logo|url=https://www.famouslogos.us/reebok-logo/|access-date=2021-10-27}}</ref> In December, Jay Margolis was named as Reebok's president and [[Chief operating officer|COO]].<ref name="sportbiz">{{cite web |date=December 6, 2001 |title=Reebok locks up more than NBA with 10-year licensing deal |url=http://www.sportsbusinessdaily.com/Daily/Issues/2001/12/Issue-59/Sports-Industrialists/Reebok-Names-Margolis-To-New-Position-Of-President-COO.aspx |url-status=dead |archive-url=https://web.archive.org/web/20150402161818/http://www.sportsbusinessdaily.com/Daily/Issues/2001/12/Issue-59/Sports-Industrialists/Reebok-Names-Margolis-To-New-Position-Of-President-COO.aspx |archive-date=2015-04-02 |access-date=March 2, 2015 |publisher=Sport Business Daily}}</ref> After launching retail flagship stores in China, Dhaka, London, Los Angeles, New York, Philadelphia and Tokyo, Margolis resigned in October 2004. Fireman took over as president after signing a new long-term employment agreement with the Reebok board of directors.<ref name=bizjournal04>{{cite news|url=http://www.bizjournals.com/boston/stories/2004/10/18/daily39.html?page=all|title=High exec at Reebok resigns|date=October 21, 2004|newspaper=Boston Business Journal|access-date=March 2, 2015}}</ref> In 2016, Reebok announced it would move its global headquarters from [[Canton, Massachusetts|Canton]] to [[Boston]] with intentions to lay off about 300 employess as part of the move.<ref>{{Cite news |date=2016-11-02 |title=Reebok plans a big move — and some job cuts |work=[[Boston.com]] |url=https://www.boston.com/news/business/2016/11/03/reebok-plans-a-big-move-and-some-job-cuts/ |access-date=2023-06-27}}</ref>

Following an intellectual property lawsuit in August 2005, [[Adidas]] acquired Reebok as a subsidiary, but maintained operations under their separate brand names.<ref>{{cite news|url=https://economictimes.indiatimes.com/a-companies/adidas/adidas-reebok-kickstart-integration/articleshow/2209875.cms|title=Adidas, Reebok kickstart integration|website=[[The Economic Times]]}}</ref><ref name="nytimes05">{{cite news |author=Stuart Elliot |date=August 4, 2005 |title=Adidas's Reebok Purchase Sets a Challenge for Nike |newspaper=[[The New York Times]] |url=https://www.nytimes.com/2005/08/04/business/media/04adco.html?pagewanted=all&_r=0 |access-date=March 23, 2015}}</ref><ref name=usatoday05>{{cite news|url=http://usatoday30.usatoday.com/money/industries/manufacturing/2005-08-04-adidas-1b-cover-usat_x.htm|title=Adidas-Reebok merger lets rivals nip at Nike's heels|last1=Petrecca|first1=Laura|last2=Howard|first2=Theresa|date=August 4, 2005|newspaper=[[USA Today]]|access-date=March 3, 2015}}</ref> Adidas acquired all of the outstanding Reebok shares and completed the deal valued at $3.8 billion.<ref name=nyt2005>{{cite news|url=https://www.nytimes.com/2005/08/03/business/03cnd-shoe.html?_r=2&|title=Adidas Agrees to Acquire Reebok in $3.8 Billion Deal|last1=Sorkin|first1=Andrew Ross|last2=Feder|first2=Barnaby J.|date=August 3, 2005|newspaper=The New York Times|access-date=March 3, 2015}}</ref> Following the acquisition, Adidas replaced Reebok as the official uniform supplier for the [[NBA]] in 2006<ref name=adage/> with an 11-year deal that included the [[WNBA]], replica jerseys, and warm-up gear.<ref name=espn06>{{cite web|url=httphttps://sportswww.espn.go.com/nba/news/story?id=2404020|title=NBA laces up adidas for 11-year partnership|author=Darren Rovell|date=April 18, 2006|publisher=ESPN|access-date=March 3, 2015}}</ref>

In 2010, Reebok announced a partnership with [[CrossFit]], a fitness company and competitive fitness sport, including sponsoring the [[CrossFit Games]], opening CrossFit studios, and introducing a line of co-branded footwear and apparel for Fall 2011.<ref name=bloomberg2>{{cite web|url=https://www.bloomberg.com/news/articles/2013-05-29/adidas-to-make-crossfit-delta-logo-symbol-for-reebok-fitness|title=Adidas to Make CrossFit Delta Logo Symbol for Reebok Fitness|author=Julie Cruz|date=May 29, 2013|publisher=Bloomberg|access-date=March 3, 2015}}</ref> In 2011, Reebok debuted the CrossFit [[delta (letter)|delta]] symbol on the brand's fitness apparel line. As it lost contracts to make sportswear for professional and college teams (its last uniform rights contract, with the NHL, ended in 2017), Reebok began repositioning itself as a fitness-oriented brand, just as it had been during the 1980s and early 1990s.<ref>{{Cite web|url=https://www.eventmarketer.com/article/qa-reebok-explains-how-and-why-the-brand-is-going-back-to-its-fitness-roots/|title=Why Reebok is Going Back to its Fitness Roots|website=www.eventmarketer.com|date=February 25, 2016 |access-date=2019-04-25|archive-date=2021-07-21|archive-url=https://web.archive.org/web/20210721191929/https://www.eventmarketer.com/article/qa-reebok-explains-how-and-why-the-brand-is-going-back-to-its-fitness-roots/}}</ref>

Following a successful re-release of many of its sneaker and apparel lines from the early/mid 1990s, in November 2019, Reebok announced that it was updating the 1992 vector logo along with the original "Reebok" script in [[Motter Tektura]] typeface and restoring both as the company's core brand identity, citing that consumers still identified with them rather than the red delta logo,<ref>{{cite web |last1=Zorilla |first1=Monica Marie |title=Reebok Refreshes Iconic Vector Logo, Sidelines Red Delta Symbol |url=https://www.adweek.com/brand-marketing/reebok-vector-logo-refresh-red-delta-symbol/ |website=[[Adweek]] |date=November 8, 2019 |publisher=Adweek LLC |access-date=9 November 2019}}</ref> although the delta would continue to be used on some fitness lines.

|perrow= 7

|File:Reebok wordmark (1977–1993).svg|{{center|1977–1993}} {{center|Alongside with the flag of the United Kingdom, on Reebok Classic models}}

|caption2 = 11k Pump [[Inlineinline hockey]]-Skates skates from 2011

To compete with [[Nike Air]], Reebok introduced Energy Return System (ERS) in 19881987, in which a series of horizontal cylinders in the midsole acted as springs. It was gradually phased out upon the arrival of "Hexalite" cushioning.<ref>{{Cite web |last=Schalk |first=Yale |date=November 12, 2009 |title=EXCLUSIVE LOOK: Reebok's ERS & Hexalite Technology Systems |url=http://counterkicks.com/2009/11/12/exclusive-look-reeboks-ers-hexalite-technology-systems/ |url-status=dead |archive-url=https://web.archive.org/web/20110128031344/http://counterkicks.com/2009/11/12/exclusive-look-reeboks-ers-hexalite-technology-systems/ |archive-date=2011-01-28 |access-date=2011-01-15 |website=CounterKicks}}</ref> In 1989, the brand introduced one of its signature shoes, the [[Reebok Pump]]. The footwear collection was released as a men's basketball shoe and the first adjustable fit controlled with manual air allocation.<ref name=counterkicks>{{cite web|url=http://counterkicks.com/2009/11/exclusive-reebok-pump-chronology/|title=EXCLUSIVE: Reebok Pump Chronology|author=Yale Schalk|date=November 14, 2009|publisher=CounterKicks|access-date=February 23, 2015|url-status=dead|archive-url=https://web.archive.org/web/20150224074852/http://counterkicks.com/2009/11/exclusive-reebok-pump-chronology/|archive-date=February 24, 2015|df=mdy-all}}</ref> The [[Reebok Ventilator]], a line of lightweight athletic shoes with vented side panels, was first introduced in 1990.<ref>{{cite web|url=http://www.complex.com/sneakers/2014/10/the-reebok-runners-that-defined-90s-sneaker-culture/reebok-ventilator|title=The Reebok Runners That Defined '90s Sneaker Culture|date=October 24, 2014|author=John Q Marcelo|publisher=Complex Magazine|access-date=February 23, 2015}}</ref>

| footer = (Left): The Reebok logo on the seating of what was then [[Macron Stadium|Reebok Stadium]] (now UniversityToughsheet ofCommunity Bolton stadiumStadium) in the founder's home town of [[Bolton]], England; (right): [[Ryan Giggs]] in his Reebok Sprintfit football boots. The former [[Manchester United]] winger signed an endorsement with Reebok in the early 1990s.

The company maintained its relationship with its origins in the UKEngland through a long-term sponsorship deal with [[Bolton Wanderers F.C.|Bolton Wanderers]], a [[EFL League One|League One]] [[association football|football]] club, however, in 2009, Bolton changed their sponsorship to 188bet. When the team moved to a brand new ground in the late-1990s, their new home was named the [[Reebok Stadium]].

In [[rugby union]], Reebok sponsored the [[Wales national rugby union team|Wales national team]] until late 2008, who won the [[Grand Slam (Rugby Union)|Grand Slam]] in the [[Six Nations Championship]] in that year, and the [[Tasman Rugby Union|Tasman Makos]] in New Zealand's domestic competition, the [[Air New Zealand Cup]].<ref>{{cite news|url= httphttps://www.zdnet.com/article/lucky-goldstar-shuns-welsh-rfu-sponsorship-3002066714/|title=Lucky Goldstar shuns Welsh RFU sponsorship|author=Marc Ambasna Jones|work=ZDNet|date=September 19, 1997|access-date=March 23, 2015}}</ref>

In 2006, [[Arsenal F.C.|Arsenal]] and [[France national football team|France national team]] striker [[Thierry Henry]] signed a deal to join the ''"I Am What I Am"'' campaign on August 1, 2006.<ref name="Henry">Bond, David (12 April 2006) [https://www.telegraph.co.uk/sport/football/2335183/Henry-drops-bombshell-by-moving-to-Reebok.html "Henry drops bombshell by moving to Reebok"]. ''The Daily Telegraph''. 12 April 2006. Retrieved 25 February 2014.</ref> [[Manchester United]] winger [[Ryan Giggs]] has also done ''"I Am What I Am"'' commercials.<ref name="Giggs">{{cite web|url= http://www.soccerbible.com/football-news/2011/04/reebok-still-in-the-game/|title=Reebok Still in the Game|publisher=Soccer Bible|date=April 27, 2011|access-date=March 23, 2015}}</ref> [[Andriy Shevchenko]] started his endorsement deal with the company in 2006.<ref name="Shevchenko deal">{{cite web |url=http://reebok.co.za/news-shevenko.htm# |title=Announcement of Shevchenko signs a deal with Rbk |url-status=dead |archive-url=https://web.archive.org/web/20060820033838/http://reebok.co.za/news-shevenko.htm |archive-date=August 20, 2006 |df=mdy }}</ref><ref>{{cite web|url= http://www.gettyimages.com/detail/news-photo/andriy-shevchenko-of-chelsea-and-ukraine-arrives-via-the-news-photo/71643201|title=Andriy Shevchenko of Chelsea and Ukraine arrives via the Thames|date=August 14, 2006 |publisher=Getty Images|access-date=March 23, 2015}}</ref>

Reebok shoes were featured as [[product placement]] advertising on the [[Nickelodeon (cable channel)|Nickelodeon]] game show ''[[Double Dare (Nickelodeon game show)|Double Dare]]'' in the 1980s.<ref>{{Cite book|url=https://books.google.com/books?id=VWrmQWznHGQC&q=reebok+in+1980+in+Nickelodeon&pg=PA53|title=Kids Rule!: Nickelodeon and Consumer Citizenship|last=Banet-Weiser|first=Sarah|date=2007-09-03|publisher=Duke University Press|isbn=978-0822339939}}</ref> Reebok product placement was used for a gag in the [[Super Mario Bros. (film)|Super Mario Bros.]] live-action film, where the soles of a [[Characters of the Mario franchise#Enemy characters|Bob-omb's]] feet are printed with the brand logo.<ref>{{cite web |title=Fungus Among Us: Super Mario Bros. Movie Memorabilia Saved from the Set |url=https://www.nintendoplayer.com/feature/super-mario-bros-movie/ |website=Nintendo Player – A Not-For-Profit Classic Gaming Fansite |access-date=11 November 2023 |archive-url=https://web.archive.org/web/20230311234451/https://www.nintendoplayer.com/feature/super-mario-bros-movie/ |archive-date=11 March 2023}}</ref>

Reebok signed [[Venus Williams]] after she won singles titles at [[The Championships, Wimbledon|Wimbledon]] and the [[2000 Summer Olympics]].<ref name=nytimes00>{{cite news|url=https://www.nytimes.com/2000/12/22/sports/tennis-having-style-pays-off-for-venus-williams.html|title=TENNIS; Having Style Pays Off for Venus Williams|date=December 22, 2000|author=Richard Sandomir|newspaper=[[The New York Times]]|access-date=March 2, 2015}}</ref> From 2002 to 2012, the company held the exclusive rights to manufacture and market both authentic and replica uniform jerseys, sideline clothing and caps, and onfield football footwear (marketed as ''NFL Equipment'') of the teams of the [[National Football League]] (NFL). It hired filmmaker [[Errol Morris]] to produce a series of 30-second commercials that aired during the 2006 NFL season.<ref>{{cite news|title=Football Calls, and Reebok Responds|url=https://www.nytimes.com/2006/07/24/business/media/24adco.html?_r=0|access-date=September 28, 2013|newspaper=The New York Times|date=July 24, 2006|author=Jane Levere}}</ref><ref name=latimes00>{{cite news|url=httphttps://articleswww.latimes.com/2000archives/la-xpm-2000-dec/-20/business/-fi-2360-story.html|title=Reebok Granted NFL Apparel Licensing Rights|date=December 20, 2000|newspaper=Los Angeles Times|access-date=March 2, 2015}}</ref>

In 2004, Reebok signed a four-year deal as the official shoe supplier to [[Major League Baseball]] (MLB).<ref>{{cite web|title=Reebok adds rights for MLB to its deals with NFL and NBA|url=http://www.sportsbusinessdaily.com/Journal/Issues/2004/02/20040223/Marketingsponsorship/Reebok-Adds-Rights-For-MLB-To-Its-Deals-With-NFL-And-NBA.aspx|work=Sports Business Journal|publisher=Street and Smith's Sports Group|access-date=September 29, 2013|author=Terry Lefton|date=February 23, 2004}}</ref> It became the exclusive apparel outfitter for the 29 teams in the [[NBA]],<ref name=cnnmoney>{{cite web|url=https://money.cnn.com/2001/08/01/companies/reebok/|title=Reebok nets NBA|date=August 1, 2001|publisher=CNN|access-date=March 2, 2015}}</ref> and 16 [[WNBA]] teams for ten years beginning in the 2004–2005 season.<ref name=lat2001>{{cite news|url=httphttps://articleswww.latimes.com/2001archives/la-xpm-2001-aug/-02/sports/-sp-29711-story.html|title=NBA Signs 10-Year Deal With Reebok|date=August 2, 2001|newspaper=[[Los Angeles Times]]|access-date=March 2, 2015}}</ref> The deal also added the Reebok vector logo to the 2004 U.S. Olympic basketball team's uniforms.<ref name=sportbiz01>{{cite web|url=http://www.sportsbusinessdaily.com/Journal/Issues/2001/08/20010806/This-Weeks-Issue/Reebok-Locks-Up-More-Than-NBA-With-10-Year-Licensing-Deal.aspx|title=Reebok locks up more than NBA with 10-year licensing deal|author=Andy Bernstein|date=August 6, 2001|publisher=Sport Business Daily|access-date=March 2, 2015}}</ref>

In July 2018, [[Reebok Boston Track Club]] announced toit would be led by coach Chris Fox from Syracuse University.<ref>{{cite web|url=https://www.syracuse.com/orangesports/index.ssf/2018/07/former_su_running_coach_chris_fox_will_lead_reebok_team_that_signed_justyn_knigh.html |title=Former SU running coach Chris Fox will lead Reebok team that signed Justyn Knight |access-date=July 23, 2018 |author=Chris Carlson |date=July 23, 2018}}</ref><ref>{{cite web |url=https://www.syracuse.com/orangesports/index.ssf/2018/09/syracuse_hires_brien_bell_right-hand_man_of_chris_fox_to_lead_running_programs.html |title=Syracuse hires Brien Bell, right-hand man of Chris Fox, to lead running programs |access-date=September 17, 2018 |author=Chris Carlson |date=September 17, 2018}}</ref><ref>{{cite web|url=https://www.reebok.com/en-us/Blog/2018-07/reebok-boston-track-club/ |title=Coach Chris Fox and Justyn Knight Sign on to Newly Established Reebok Boston Track Club |access-date=July 23, 2018 |author=Reebok Running |date=July 23, 2018}}</ref>

Reebok was the uniform provider for Brazilian clubs [[Cruzeiro Esporte Clube|Cruzeiro]], [[Clube de Regatas Vasco da Gama|Vasco]], [[Sport Club Internacional|Internacional]] and [[São Paulo FC]]; ArgentinianArgentine club [[Club Atlético Los AndesBanfield|SanBanfield]];<ref>[https://enunabaldosa.com/2007/02/21/banfield-banda-baja-1997/ MartínBanfield debanda Losbaja Andes1997]];</ref> Paraguayan club [[Club General Díaz|General Díaz]], and Uruguayan club [[Club Atletico Peñarol|Peñarol]].<ref>{{cite web|url= http://www.football-shirts.co.uk/fans/chivas-guadalajara-agree-deal-with-adidas_11362|title=Chivas Guadalajara agree deal with Adidas|author=Braden Galea|publisher=Football Shirts News|date=May 14, 2011|access-date=March 23, 2015}}</ref> InReebok Novemberalso 2022,sponsored theseveral companynational announcedteams itssuch returnas to[[Argentina thenational football stageteam|Argentina]], signing[[Chile anational newfootball deal withteam|Chile]], [[BotafogoColombia FRnational football team|BotafogoColombia]].<ref>{{Cite, weband |title=Botafogo[[Paraguay anuncianational Reebok como nova fornecedora de material esportivofootball team|date=November 4, 2022 |url=Paraguay]].<ref>[https://gewww.globolanacion.com.ar/futeboldeportes/times/botafogo/noticia/2022/11/04/botafogoel-anuncia-reebok-como-nova-fornecedorapeso-de-materialla-esportivocamiseta-nid107637/ La selección es negocio.ghtml |language=pt}}El peso de la camiseta] on ''La Nación'' – 21 Aug 1998</ref>

RapperNew York rapper [[Jay-Z]] became the first non-athlete to get a signature shoe from Reebok. The ''"S. Carter Collection by Rbk"'' was launched on November 21, 2002, and the ''S. Carter'' sneaker became the fastest-selling shoe in the company's history.<ref>{{Cite web |last=Bhatnagar |first=Parija |date=February 9, 2004 |title=Jordan, 50 cent & Jay-Z: the right fit? |url=https://money.cnn.com/2004/02/06/news/companies/retro_shoes/ |access-date=2022-08-08 |website=[[CNN]] Money}}</ref> Later, Reebok also made a deal with another New York-based rapper [[50 Cent]] to release a line of [[G-Unit]] sneakers, andas artists suchwell as St. Louis-based rapper [[Nelly]] and Israeli violinist [[Miri Ben-Ari]] have become spokespersons for the company.<ref>{{cite web|url= http://www.boston.com/news/education/higher/articles/2006/02/14/reeboks_walk_on_wild_side_draws_youngsters_critics/?page=full|title=Reebok's walk on wild side draws youngsters, critics|author=Mark Jewell|publisher=Boston.com|date=February 14, 2006|access-date=March 23, 2015}}</ref><ref>{{cite web|urlname="rebirth_cool" https://money.cnn.com/magazines/business2/business2_archive/2004/09/01/379521/|title=The Rebirth of Cool|author=Greg Lindsay|website=CNN Money|date=September 1, 2004|access-date=March 23, 2015}}</ref> Reebok also signed actress [[Scarlett Johansson]] and introduced her own line of clothing and footwear called ''Scarlett Hearts'', part of the ''Rbk Lifestyle Collection''. The company also produces shoes for [[Emporio Armani]] under the label ''EA7''. ArtistsOther andhigh-profile fashionentertainment figures that have signed endorsement agreements with Reebok over the years include [[Ariana Grande]], [[Gal Gadot]], [[Gigi Hadid]], [[Victoria Beckham]],<ref>{{Cite news|url=https://www.glamour.com/story/victoria-beckham-reebok-collection|title=Victoria Beckham's First Collection for Reebok Is Here—and It's Inspired by Shaq|last=Park|first=Andrea|work=Glamour|access-date=2018-08-10|language=en}}</ref><ref>{{Cite news|url=https://www.vogue.com/article/victoria-beckham-reebok-merch-collection-shaquille-oneal-celebrity-style|title=Victoria Beckham's Reebok Merch Collection is a Stylish Slam Dunk Inspired by Shaq|work=Vogue|access-date=2018-08-10|language=en}}</ref> [[Cardi B]], and [[Camille Kostek]].<ref name=":72Reebok-2019">{{Cite web|url=https://www.reebok.co.uk/blog/326994-camille-kostek-talks-nevernotdancing-modeling-and-finding-her-confidence|title=Camille Kostek Talks #NeverNotDancing, Modeling And Finding Her Confidence|website=Reebok UK|access-date=26 February 2019}}</ref>