US-based Authentic Brands Group (ABG), which Reebok acquired from Adidas earlier this year, has named Steve Robaire Executive Vice President (EVP) of Reebok International. Robaire has been with Reebok for almost 15 years and in the newly created position will drive expansion into international markets and develop new business opportunities.
According to the press release, he will be “the first point of contact for Reebok’s international partners to ensure that the rapidly changing global environment can be used efficiently.”
Robaire will take up his position on July 1, 2022 and will report to Jarrod Weber, Group President Lifestyle and Chief Brand Officer. He will be based at ABG’s headquarters in New York City. “Steve’s track record of driving Reebok market share and sales growth in Greater China and Europe makes him an excellent leader to drive Reebok’s business across all international markets,” says Jarrod Weber. “There is an incredible appetite for the brand in key markets, and with Steve at the helm, we are poised for success.”
Robaire brings nearly 15 years of experience in brand licensing, sales and marketing. He spent most of his career at Reebok, where he held various positions of increasing seniority around the world, including Amsterdam, Paris and Boston. Most recently, he was Vice President/General Manager of Reebok in the Greater China region.
ABG is a global branding, marketing and entertainment company that acquired Reebok earlier this year for EUR 2.1 billion.