Authentic Brands is reviving Reebok’s physical presence in China with a store rollout. A flagship will debut in Shanghai this autumn, and the plan calls for 200 outlets across mainland China by 2029. Activewear sales have surged as Chinese shoppers focus on health, offering a growth outlet despite broader economic headwinds. The rollout targets tier‑two and tier‑three cities, where gym memberships are expanding rapidly.

Reebok now generates under $100 million in Chinese sales, all online, but targets $1 billion in annual revenue by 2036, a ten‑fold jump. The brand sees “pockets of strength” in premium malls and lower‑tier city gyms, contrasting Nike’s recent 20% sales decline. The strategy pairs new retail space with the latest running‑shoe technology and heritage exhibitions to cement its foothold in the market.

Authentic Brands sealed a distribution deal with NewRee Sports and opened a Shanghai hub to showcase Reebok’s legacy line, blending global trends with local tastes. If the stores achieve break‑even within three years, the network could become a significantly profitable pillar for Authentic’s broader portfolio, which includes Brooks Brothers and the David Beckham brand.