Reebok owner Authentic Brands Group is reportedly considering an IPO as its founder and CEO says Reebok could become one of the most powerful sports brands in the world
Reebok is celebrating 15 years of being the “official fitness shoe” by launching a new sneaker next month, the Nano X5 training shoe, designed to enhance performance support in everything from weightlifting to running.
In addition to a high-performance comfort collar that ensures a locked-in fit, the Nano X5 also features a special focus on the midsole and outsole, providing cushioning, stability and increased flexibility.
“The Nano X5 celebrates Reebok’s ongoing commitment to innovation, supporting athletes, and creating the best training shoes on the market,” said Tal Short, Reebok product director. “In creating the Nano X5, we drew on our training heritage and listened to feedback from our valued customers to create the most comfortable Nano ever without compromising performance.”
The sneaker and apparel brand tapped fitness influencers Sydney Adams King and Quinn Welychka to launch a global marketing campaign that highlights the Nano X5’s versatility.
The new shoes will be available on Reebok.com and select retailers globally on January 24, 2025, in a variety of colors, including women’s and unisex versions, with prices starting at $140.
Authentic Brands Group is a privately held company that acquired Reebok from Adidas in 2022. The group owns several apparel and entertainment brands and is reportedly considering an IPO.
“Our goal is to get Reebok sales to $5 billion within three years,” Authentic Brands Group founder and CEO Jamie Salter said in January. “Reebok has been in the company for a year and last year we did $5 billion in sales. Our goal now is Reebok Retail revenue will reach $10 billion within the next three years. I think it just proves, look, Reebok has always been a great brand. Adidas did what Adidas probably should have done, which is they used all types of research and technology to really make Adidas a stronger brand in America, at the expense of Reebok. So now, look, it’s Reebok’s turn to go back and make Reebok one of the most powerful sports brands in the world. “
Meanwhile, Nike, which has experienced declining sales, named Elliot Hill as its new president and chief executive in October. The activewear brand will report second-quarter 2025 earnings on December 19.
