Reebok plans its ‘resurgence’ in football - footwearbiz: Leading site

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Reebok plans its ‘resurgence’ in football

12/03/2026
Reebok plans its ‘resurgence’ in football
Sportswear brand Reebok has signed Serbian striker Dusan Vlahovic in what it described as “the latest tentpole” in its strategy of “reclaiming its position” in team sport and a “resurgence” into football.  

From summer, Vlahovic will be the official face of Reebok Football clothing and footwear, including the introduction of the Sidewinder, its new football boot.

Vlahovic said: “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.”

Todd Krinsky, CEO of Reebok, added: “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 Dusan signals our commitment to competing at the highest level.”

Reebok was bought by Authentic Brands Group in 2021.

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