Reebok is preparing a broad return to mainland China, with plans to open 200 stores by the end of 2029 as owner Authentic Brands Group looks to rebuild the business.
According to the Financial Times’ report, the US sportswear brand aims to launch a shop in Shanghai later this year.
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The move reflects a wider effort to capture growing demand for activewear in China and marks Reebok’s mainland relaunch as part of Authentic Brands’ wider expansion across Asia.
According to the report, Authentic Brands is seeking to lift Reebok’s annual Mainland China sales to $1bn by 2036, from under $100m at present.
Current sales in the market are entirely online.
The store rollout comes after a sharp contraction in Reebok’s physical presence in China following its sale by Adidas in 2022.
Most outlets were shut, with only ten stores remaining in operation until last year.
Last month, the company signed a partnership with distributor NewRee Sports to support its return to the market.
The group plans to focus on higher-end shopping centres, where stores are expected to feature both new running technology and heritage lines.
According to the report, Authentic Brands Greater China head Josh Perlman said “softer consumption” had affected the market in recent years, citing the property sector slowdown, but added there were still “pockets of strength”.
China’s wider consumer slowdown has put pressure on spending, though activewear has remained one of the stronger categories, helping overseas brands such as Hoka and On.
Elsewhere in the sector, Nike recently projected a 20% fall in China sales for the current quarter.
The group has set up a regional headquarters in Shanghai and oversees brands, including Brooks Brothers and the David Beckham brand.
Perlman said Reebok’s global sales have doubled to $5bn in recent years.
