Reebok’s newly started golf division is taking shape piece by piece. Reebok announced in late 2024 that the brand had entered into a long-term partnership with Bryson DeChambeau and his LIV Golf team, Crushers GC.
Now, Reebok’s parent company, Authentic Brands Group (Authentic), has decided to partner with Sports Casuals International (SCI), a global sports apparel design and manufacturing company, to expand Reebok’s footprint in the golf apparel category. Through the partnership, SCI will design, manufacture and distribute Reebok-branded adult performance golf apparel for men and women. SCI is experienced and is already in partnership with Dick’s Sporting Goods and Fleet Feet.
“This partnership aligns with Reebok’s focus on sport and builds on the brand’s recent signing of professional golf star Bryson DeChambeau and his team, LIV Golf’s Crushers GC,” the company said in a media release. The company announced in December that it had signed the golf phenom to an apparel and footwear deal (see more at bottom) and there were some market questions about the apparel source.
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Head-to-toe softgoods offering
With SCI as Reebok’s apparel partner, the brand now has a head-to-toe softgoods offering, with Reebok Design Group (RDG), the brand’s global hub for design, development and innovation, handling the creation and distribution of golf footwear. The future of RDG is also a topic of conversation this week after Ivy Solari, VP of Digital Commerce at Reebok, told an audience at the recent NRF Big Show that Galaxy Universal had acquired the Reebok Design Group and the brand’s US operations (see more at bottom).
“Reebok’s re-entry into performance golf is a significant milestone in the brand’s evolution,” said Steve Robaire, EVP of Reebok at Authentic. “By combining SCI’s unmatched expertise in design and manufacturing with Reebok’s brand DNA, we’re delivering a fresh, disruptive approach to golf performance. This new offering meets the modern golfer’s needs and redefines what they can expect from the game, solidifying Reebok’s position as a leader in the performance golf market.”
Adding to this, Todd Krinsky, Reebok CEO, shared: “Golf is undergoing a cultural transformation and Reebok is uniquely positioned to shake up the sport with products that bring performance, style and accessibility to a broader audience. This launch reflects our commitment to diversifying our sport portfolio and serving athletes in new, exciting ways.”
