Evenflow & Reebok partner to expand sports & recovery range in India
Evenflow partners with ABG to expand Reebok into sports, fitness, and recovery gear across e-commerce and retail channels in India
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Update: 2026-09-07 15:04 GMT
Reebok 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 portfolio
The 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 play
For 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
