Sports brand Reebok has opened a European headquarters in London, which owner Authentic Brands described as a “symbolic homecoming”.

The company has also appointed Marc Le Roux as CEO of Reebok Europe. Marc takes over from interim CEO Steve Robaire, who will assume an advisory role.

The London team will be tasked with accelerating retail expansion, strengthening the performance and women’s categories, and “deepening Reebok’s cultural footprint”.

Steve Robaire, executive vice-president of Reebok at Authentic, said: “Europe has always been at the heart of Reebok’s story, and this new office represents both a homecoming and a forward-looking investment.

“We’re building a team and a space to reignite Reebok’s legacy in sport while connecting authentically with today’s culture and consumers.”

Reebok operates in 80 countries with 400 freestanding stores. Authentic bought it from Adidas in 2021.