The US sporting goods brand Reebok has opened its new European headquarters in London. At the same time, it appointed a new boss for its European business: Marc Le Roux succeeded Steve Robaire, who had temporarily held the position, as CEO of Reebok Europe.
Le Roux gained his industry experience primarily at Adidas. He worked there for 15 years in positions of increasing responsibility before leaving in 2021. Most recently, he was senior vice president of brand and general manager for the Asia-Pacific region at Adidas.
At Reebok, Le Roux’s predecessor Robaire will take on an advisory role on the GB Brands board of directors. GB Brands is Reebok’s operational partner in Europe. Robaire, who also serves as the brand’s Executive Vice President (EVP) at parent company Authentic Brands Group, will thus remain closely linked to the brand’s European business.
With its London headquarters, Reebok is returning to its British roots
The announcement of Le Roux’s appointment coincides with the opening of the new Reebok headquarters. This is located in Arthur Stanley House at 40-50 Tottenham Street in London. The location is described as a sort of “homecoming” for the brand, which was founded in Great Britain in 1958, and will serve as a “strategic command center.” From here, the network of regional partners and retailers is supported by Reebok. The team in London will also work closely with the Reebok Design Hub in Boston, USA.
The opening underlines the commitment to a “locally led strategy and long-term growth in Europe”. This is being driven by Authentic Brands Group and GB Brands, according to a press release. It is also intended to support the brand’s “return to competitive sports, cultural leadership and retail expansion.”
Commenting on the new facility, Robaire said: “Europe has always been at the heart of Reebok’s history. This new office is both a homecoming and a forward-looking investment. We are building a team and a place to revive Reebok’s legacy in sport while authentically connecting with today’s culture and consumers.”
The news of Reebok’s new headquarters follows the brand’s announcement of strong financial results for 2024. According to Reebok International Limited’s annual report published by Companies House, the company’s profits rose to $179.9 million (166.3 million euros) in the period. Sales increased to 302.4 million US dollars (279.6 million euros).
The profit increase was attributed to the expansion of Reebok’s global business. The annual report highlighted improvements in licensee performance and the acquisition of new partners. The switch to a licensing and regional partner model came after Authentic Brands Group acquired Reebok from Adidas in 2022. The approach allowed the brand to reduce high marketing and overhead costs.
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