Reebok has opened a new European headquarters in London and appointed former Adidas executive Marc Le Roux as CEO of Reebok Europe, signalling a renewed effort to re-establish its presence across the region.

Located at Arthur Stanley House on Tottenham Street, the London office will serve as both a commercial and creative hub, designed to strengthen Reebok’s connection with the UK and European markets while maintaining close collaboration with its Boston Design Hub.

The move also marks a symbolic return to the brand’s origins. Founded in Bolton, England, in 1958, Reebok became one of the defining sportswear brands of the 1980s and 1990s, known for its crossover appeal in both athletic and streetwear circles. Classics such as the Reebok Classic Leather and the Pump became cultural staples during that era.

However, by the late 1990s, Reebok’s dominance had waned. A shifting market, the rise of Nike’s global influence, and the resurgence of Adidas saw the brand gradually lose its footing. Despite sporadic revivals and collaborations in the years that followed, Reebok struggled to regain consistent cultural and commercial momentum.

Authentic Brands Group (ABG) acquired Reebok from Adidas in 2022, setting out plans to revitalise its legacy through global partnerships, creative collaborations, and a renewed emphasis on heritage. “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, Executive Vice President of Reebok at Authentic. “We’re building a team and a space to reignite Reebok’s legacy in sport while connecting authentically with today’s culture and consumers.”

Le Roux, who previously led Groupe Royer and spent more than 15 years at Adidas in senior roles across Asia Pacific and Greater China, brings deep industry experience. “The opening of our new London headquarters marks a powerful symbol of Reebok’s future in Europe,” he said. “I’m thrilled to help write the next chapter of its story.”

Reebok’s renewed European strategy arrives amid a wave of nostalgia for retro footwear and a broader consumer shift toward authenticity and brand heritage. Yet the challenge remains significant. The sportswear market is dominated by a handful of powerful players, and consumer loyalty is increasingly driven by storytelling, sustainability, and cultural relevance.

Whether Reebok can recapture the energy that once made it a global icon will depend on how effectively it balances its British roots with modern innovation. For a brand that once defined an era, the question now is not whether it can return — but whether it can evolve.