Reebok Names Vlahović as Its First Flagship Football Signing in Years

Reebok is making its return to elite football. It is signing Juventus striker Dušan Vlahović to a long term deal. This deal will install him as the face of Reebok Football from summer 2026.

Sidewinder Marks On Pitch Comeback

The partnership will launch around Reebok’s new Sidewinder performance football boot. Vlahović is set to debut as the brand re enters the boot market after years away from the top tier. As a result, it is positioned as the flagship of a renewed Reebok Football line. Sidewinder will anchor a wider on field offering. It will also be closely tied to Vlahović’s image and on pitch performances.

Vlahović’s Role

From this summer, Vlahović becomes the official face of Reebok Football apparel and footwear. He will front campaigns and product launches as the brand’s lead global football ambassador. In addition, the Serbian international arrives with recent honours including Serie A Best Striker 2023 to 2024 and Serie A Team of the Year 2023 to 2024. He was also named Serbian Footballer of the Year 2024. This gives Reebok a high credibility number 9 to build around.

“I’m proud to join Reebok as it returns to the pitch and reclaims its position in football,” said Vlahović. “Reebok has an incredible heritage in sports and I’m excited to see what we can do together to elevate Reebok Football for a new generation of athletes.”

Long Term, Multi Category Deal

The agreement with Vlahović spans pitch boots, training footwear, and apparel. The striker is set to front Reebok Football campaigns, content, and product storytelling across multiple seasons. Beyond wearing Sidewinder on matchdays, he will also be a key face for the Nano X5 Edge in the gym and FloatZig 2 on conditioning runs. This creates a joined up athlete ecosystem from training ground to stadium.

Position in Reebok’s Football Roster

While Vlahović is the clear headline signing, Reebok has indicated that he is the first in a new wave of football ambassadors as it rebuilds a performance roster around attacking, high profile players. The brand now positions him as the lead face for the category, with dedicated landing content and a promise of more to come as Reebok Football rolls out ahead of Fall Winter 2026.

Looking Ahead

Reebok frames the signing as a statement of intent in its strategy to rebuild presence in team sports and reconnect football to its wider sport and culture identity. “Football is deeply rooted in Reebok’s heritage, and it is central to our future. As we continue to rebuild our presence in team sports, partnering with an elite talent like Dušan signals our commitment to competing at the highest level. This is about honoring where we’ve been while boldly shaping where we’re going,” said Todd Krinsky, CEO of Reebok.