NewRee Takes the Reins on Reebok in Greater China

Authentic Brands Group has appointed NewRee Sports as Reebok’s new core operating partner in Greater China, handing the local sports group responsibility for driving the brand across mainland China, Hong Kong, and Macau.

New Operating Partner for Reebok China

Under the agreement, NewRee will oversee production, import, distribution, and sales of Reebok footwear and apparel in the region. The move replaces previous partner Tristate Holdings and is positioned as a reset of how Reebok is run day to day in one of the brand’s most important growth markets.

What NewRee Will Handle

The license covers men’s, women’s, and kids’ footwear plus sportswear, outerwear, and activewear, giving NewRee control over the full Reebok assortment. That scope means NewRee will be responsible for both performance categories, like running and training, and lifestyle driven Classics, tailoring mix and distribution to local demand.

Strategic Importance for Authentic

Authentic has said it wants China to account for around 5% of its global business within three years, up from 2% today, and is building a regional structure in Shanghai to support that push. Reebok sits at the centre of that plan as one of the group’s largest athletic labels, with localized partners like NewRee expected to translate global design and brand direction into region specific product and retail strategies.

Conclusions

The NewRee deal follows earlier partnerships with Galaxy Universal and Batra Group for Reebok’s US and European operations, part of a broader shift to a multi partner, license led model. In Greater China, the change should eventually show up in fresher assortments, more consistent distribution, and clearer positioning of Reebok within an increasingly crowded performance lifestyle market.