After years of repositioning and brand recalibration, the retail sports brand Reebok is making a notable return with hockey, one of its legacy categories.
This is not just a nostalgic comeback for the sneaker brand. It highlights a broader industry shift as sports brands continually redefine themselves in a rapidly evolving global landscape.
And now, as the broader sports ecosystem converges with entertainment and commerce, it is increasingly important to expand across multiple fronts.
For Reebok, hockey represents exactly that opportunity.
Reebok, which once held a significant market share in this sport, is now returning to take over the hockey equipment market, with an expected launch in late 2026.
A sports industry in expansion mode
Reebok’s move comes at a time when the global sports industry itself is undergoing rapid growth and transformation.
According to Deloitte, the sports sector is expanding across multiple fronts, driven by rising media rights values, new investment models, and the exploration of year-round fan experiences.
“The value of media rights continues to climb worldwide, commercial revenues in women’s sports are growing at double-digit rates, numerous stadiums and sports districts are under development across the map, and franchise valuations across major leagues continue to reach new highs,” says the 2026 Global Sports Industry Outlook by Deloitte.
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Meanwhile, Research from PWC notes that digital fan engagements, new revenue streams, and evolving business models are reshaping how sports organizations and related brands generate value.
The firm adds that the US youth sports market alone exceeds $40 billion annually and is growing at nearly 10% per year, underscoring the scale of the opportunity in the space.
Together, these are creating new openings for brands like Reebok to re-enter legacy categories where they already have recognition and credibility.
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A licensing-driven return to hockey
Hockey, like other games, is loyalty-driven, with consumers prioritizing performance, credibility, experience, and expertise. This dynamic plays into Reebok’s strengths.
The sports retailer’s historical presence in hockey gives it an advantage over newer entrants, as players and enthusiasts recognize Reebok for performance.
Last week, on April 9, Reebok announced a new era for the company, its return to Hockey which will begin later this year.
Reebok entered into a new partnership with Wholesale Sports Inc (WSI) to return to the hockey equipment category.
Under this, the sports company will debut with a line of Reebok Hockey hard goods that will initially feature “cutting-edge ice and inline hockey equipment, including performance-driven sticks, helmets, skates, and more, combining WSI’s technical expertise with Reebok’s deep heritage in the sport,” said the press release.
WSI will oversee product development, sales, and distribution of the Reebock Hockey line.
Reebok, which emerged from Adidas’ shadow after being acquired by Authentic Brands Group (ABG) in 2022 for around $2.5 billion, has since been trying to reestablish its authority as a premium sports goods brand.
This partnership is a way to come back to a “space where it has real authority,” said Steve Roabaire, EVP, Reebok at Authentic. Further adding that the brand’s strategy has been on “identifying the sports and segments where Reebok has historically been a market leader and investing in those categories with the right partners and the right product.”
Whereas, for Chris Malki, President of WSI, this is a great opportunity to work with a respected name in the industry.
“The brand carries real credibility with players who remember what it stood for on the ice. We saw an opportunity to build on that foundation and develop equuoment tat meets the performance expectations of today’s game.” Chris Malki, President, WSI.
The success of the comeback will depend on the performance of the new line, and a clear set timeline and product scope are definitely steps in the right direction.
Moreover, the company has been actively rebuilding its cultural relevance through celebrity partnerships and product collaborations.
In January 2026, Reebok signed a multi-year deal with global music star Karol G as a brand ambassador, placing her at the center of its ‘Born Classic: Worn for Life’ campaign and upcoming global launches.
At the same time, Reebok is leaning into collaborations to revive its lifestyle appeal. The brand is bringing back its Board Flip sneaker with Icecream, a brand founded by Pharrell Williams and NIGO.
Under this, Reebok will launch new watermelon and pink lemonade color sneakers, slated for an exclusive release on May 1, 2026, at bbcicecream.com, followed by a global launch on May 6 at Reebok’s official website. Thus, blending nostalgia with contemporary streetwear trends.
Together, these moves highlight Reebok’s dual strategy of rebuilding credibility through hockey and simultaneously strengthening its presence in fashion and culture.
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