Evenflow & Reebok partner to expand sports & recovery range in India

Begin typing your search above and press return to search. Home Sports MarketSports MarketEvenflow & Reebok partner to expand sports & recovery range in IndiaEvenflow partners with ABG to expand Reebok into sports, fitness, and recovery gear across e-commerce and retail channels in India.XReebok expands its Indian lineup with new sports, recovery, and adventure gear under a partnership with Evenflow (Photo credit: Economic Times)Evenflow Brands has entered into a licensing agreement with Authentic Brands Group (ABG) to manufacture, market, and distribute Reebok products across sports, fitness, recovery, and adventure categories in India.The partnership expands Reebok's Indian product portfolio beyond its established apparel and footwear business into adventure gear, sports accessories, support and recovery products, and inflatables. The first range under the agreement is expected to launch through leading e-commerce platforms and retail channels in the coming months.Expanding the Reebok portfolioThe deal gives Reebok access to a wider set of sporting and lifestyle occasions in India. At the same time, Evenflow brings its experience in building consumer brands across e-commerce, quick commerce and omnichannel retail.For Reebok, the partnership creates an opportunity to extend the brand beyond its traditional footwear and apparel categories into products used before, during and after sporting activity. The new portfolio will cover areas including training, recovery, outdoor recreation and water-based activities.Evenflow Co-founder and CEO Utsav Agrawal said the company aims to build a broader ecosystem around Reebok's performance and active-lifestyle positioning, combining the brand's global heritage with its understanding of the Indian market.The agreement is separate from Reebok's existing apparel and footwear operations in India, which are managed under a separate licensing arrangement.A wider retail playFor Evenflow, the partnership adds an established global sports brand to its portfolio while allowing it to deploy its distribution infrastructure across categories with different purchase occasions.The company said it will leverage e-commerce, quick commerce and omnichannel retail alongside its local supply-chain capabilities to take the new Reebok products to consumers.The move comes as participation in sports, fitness and outdoor activities grows in India, creating demand for products beyond conventional sportswear. For Reebok, the licensing deal provides a route into those adjacent categories without requiring the brand to build the local distribution and supply-chain infrastructure itself.Steve Robaire, EVP, Reebok at Authentic, said India remains an important growth market for the brand and that the partnership with Evenflow creates opportunities to take Reebok into more categories and consumer occasions.The first products are expected to reach the Indian market in the coming months, giving Reebok a broader product footprint while allowing Evenflow to scale its role as a local operating partner for global consumer brands.Sports BusinessIndian SportsNext StorySimilar Posts