Reebok Opens New European Headquarters in London to Drive Continental Growth
Global sports-lifestyle brand establishes London hub under Authentic Brands Group, naming Marc Le Roux as regional CEO
Global athletic-lifestyle brand Reebok has officially opened a new European headquarters in London as part of its strategy to strengthen regional partnerships and retail expansion.
The office is located at Arthur Stanley House, 40-50 Tottenham Street, and will serve as a commercial and creative centre supporting Reebok’s long-standing network of European retailer partners, consumers, and internal teams.
Reebok’s owner, Authentic Brands Group, in collaboration with European operator GB Brands, said the move underscores the brand’s strong historical ties to the UK and its renewed focus on performance, cultural relevance and retail excellence in Europe.
Steve Robaire, Executive Vice President of Reebok at Authentic, described the headquarters as “both a homecoming and a forward-looking investment”.
Marc Le Roux has been appointed as CEO of Reebok Europe and will lead the regional business under the new setup.
He succeeds interim CEO Steve Robaire (who will remain in an advisory role to the GB Brands board) and brings decades of sneaker-industry experience.
Le Roux expressed enthusiasm about writing the brand’s next chapter from the London base.
The London headquarters will coordinate with Reebok’s Boston-based Design Hub and aims to accelerate retail growth, enhance performance and women’s product categories, and deepen cultural marketing across Europe.
The set-up reflects Authentic and GB Brands’ commitment to a locally-led strategy and long-term investment in the European market.
The relocation signals Reebok’s strategic pivot: by anchoring its European operations in London, the brand seeks to leverage the UK’s design, retail and cultural ecosystem to rebuild its standing in sport while aligning with contemporary lifestyle trends.
With operations spanning approximately 80 countries and some 400 freestanding stores globally, Reebok’s new EU-headquarters marks a meaningful step in its global expansion agenda.
The office is located at Arthur Stanley House, 40-50 Tottenham Street, and will serve as a commercial and creative centre supporting Reebok’s long-standing network of European retailer partners, consumers, and internal teams.
Reebok’s owner, Authentic Brands Group, in collaboration with European operator GB Brands, said the move underscores the brand’s strong historical ties to the UK and its renewed focus on performance, cultural relevance and retail excellence in Europe.
Steve Robaire, Executive Vice President of Reebok at Authentic, described the headquarters as “both a homecoming and a forward-looking investment”.
Marc Le Roux has been appointed as CEO of Reebok Europe and will lead the regional business under the new setup.
He succeeds interim CEO Steve Robaire (who will remain in an advisory role to the GB Brands board) and brings decades of sneaker-industry experience.
Le Roux expressed enthusiasm about writing the brand’s next chapter from the London base.
The London headquarters will coordinate with Reebok’s Boston-based Design Hub and aims to accelerate retail growth, enhance performance and women’s product categories, and deepen cultural marketing across Europe.
The set-up reflects Authentic and GB Brands’ commitment to a locally-led strategy and long-term investment in the European market.
The relocation signals Reebok’s strategic pivot: by anchoring its European operations in London, the brand seeks to leverage the UK’s design, retail and cultural ecosystem to rebuild its standing in sport while aligning with contemporary lifestyle trends.
With operations spanning approximately 80 countries and some 400 freestanding stores globally, Reebok’s new EU-headquarters marks a meaningful step in its global expansion agenda.
