Reebok reenters golf with footwear, apparel offering
The move is part of a broader strategy to rebuild its image as a team sports company, an identity that was lost under Adidas’ ownership.
Dive Brief:
- Reebok has reentered the golf market with a performance footwear and apparel franchise for men and women, according to a Tuesday press release. Reebok Golf will debut online, at Reebok stores and on Amazon, per the company.
- Beginning March 25, Reebok Golf will launch apparel and performance shoes, including the Nano Golf at $130, OG Pump Golf at $200 and Question Golf at $180. The shoes come in unisex sizes with plans for women’s-specific models to launch in future seasons.
- Reebok is building on a previously announced partnership with golfing professional Bryson DeChambeau and his LIV Golf team Crushers GC. The company said it will introduce co-branded apparel with DeChambeau in upcoming seasons.
Dive Insight:
Reebok’s return to golf speaks to its efforts to rebuild its identity as a team sports footwear and apparel company, a tag that was largely lost when Adidas owned the label and marketed it more as a fitness brand.
Since being acquired from Adidas by Authentic Brands Group in 2022, Reebok has been pursuing a stronger presence in team sports such as tennis, basketball, soccer and baseball through new collections and celebrity endorsements. In February, Reebok launched its first performance basketball shoe in more than a decade — the Engine A — with plans for a global marketing campaign featuring WNBA stars Angel Reese and Lexie Brown, among others.
Reebok’s strategy around its golf line is to appeal to both professionals and young recreational players, many of whom discovered a love for the sport during and after the pandemic when outdoor recreation was peaking. Participation by Americans in both on- and off-course golf grew to over 45 million by 2023, according to a National Golf Foundation report released in early 2024.
There has been a notable crossover appeal for golf as mainstream fashion and Reebok looks to capitalize on that with DeChambeau who is one of the pro game’s young superstars.
“We’re proud to re-launch Reebok into the performance golf category mixing Reebok’s legacy on the course with our latest performance innovations,” Tal Short, director of product at Reebok, said in a statement. “Our Reebok Golf franchise is designed for every athlete, focusing on making the sport more accessible for all with offerings that all offer premium performance support at the right price.”
Source: Retail Dive
