Reebok’s New Era of Sport

Following its divestment from Adidas, Reebok set out to reclaim its position in the sports market. As cultural stagnation continues to grow, consumers are increasingly drawn to products that feel fresh, unconventional, and unexpected. In 2026, Reebok identified a pivotal opportunity to re-emerge with a disruptive attitude—breaking free from category norms and redefining what sport could look like.

This thinking led to the creation of Reebok’s new ethos, DEFIANT BY DESIGN, and a renewed sport identity rooted in visual disruption. The goal: to break out of the expected and deliver something unapologetically bold and new.