US sports brand Reebok has announced its re-entry into the ice hockey equipment category through a new long-term licensing agreement with Wholesale Sports Inc. The move marks the brand’s return to a segment where it previously held a significant market share and represents a strategic expansion of its portfolio in competitive sports.
The partnership launches with a comprehensive line of hockey hardware scheduled to launch in the fourth quarter of 2026. The initial collection will include performance-oriented sticks, helmets and skates for ice and inline hockey, leveraging Wholesale Sports’ technical manufacturing capabilities.
Steve Robaire, Reebok’s executive vice president at Authentic Brands Group, said the move is part of a broader strategy to regain authority in legacy categories. US brand management company Authentic acquired Reebok in 2022 and has since focused on revitalizing the brand’s performance.
Strategic expansion into performance hardware
“It’s about bringing Reebok back into an area where the brand has real authority,” Robaire said. He explained that the strategy focuses on identifying segments in which the brand has historically had a leading role and reinvesting there in a targeted manner together with selected partners. In addition, the return should reflect what the brand does best and at the same time “shake up the category”.
The US company Wholesale Sports will be responsible for the development, distribution and sales of the upcoming line. The company has a strong position in the production of ice and roller hockey equipment, which, according to the partner companies, should ensure the technical precision of the new product range.
Chris Malki, president of the company, commented that the brand has “real credibility” with players who remember its presence on the ice. Malki noted that the company saw an opportunity to build on this foundation to meet the performance demands of modern gaming.
The re-entry into the sport of ice hockey follows Reebok’s recent efforts to strengthen its position in other core sports such as basketball and global soccer.
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