Companies

Reebok opens European headquarters, appoints regional CEO

Oct 30, 2025 United States

The sneaker and lifestyle brand, which is owned by Authentic Brands Group, has opened its European headquarters in London and appointed Marc Le Roux as the new regional CEO of Reebok

Reebok has officially opened its new European headquarters in London. Serving as a central hub to support its network of regional partners, retailers, and consumers, this office also represents a homecoming for the brand, which has its roots in England.

This move is in line with Reebok’s broader strategy under its parent company, Authentic Brands Group, and its European operating partner, GB Brands. “Europe has always been at the heart of Reebok’s story, and this new office represents both a homecoming and a forward-looking investment,” said Steve Robaire, EVP of Reebok at Authentic.

Authentic has also announced that Marc Le Roux will become the new CEO of Reebok Europe. He is expected to bring decades of expertise and vision in the sneaker industry to the brand’s next chapter. He takes over from interim CEO Steve Robaire, who will remain closely involved with the Reebok Europe business in his new advisory role with the GB Brands board.

“We’re building a team and a space to reignite Reebok’s legacy in sport while connecting authentically with today’s culture and consumers. Alongside our new home, we’re proud to welcome Marc Le Roux as the new CEO of Reebok Europe, whose leadership will be instrumental in expanding the brand’s regional footprint”, added Robaire.

Le Roux commented: “This is an incredibly exciting moment to join Reebok. The brand’s legacy, combined with the strong foundation established by Authentic, has created an environment for success. The opening of our new London headquarters marks a powerful symbol of Reebok’s future in Europe, and I’m thrilled to help write the next chapter of its story”.

Image Credits: corporate.authentic.com

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