ABG appoints new Reebok International EVP

Authentic Brands Group has appointed longtime Reebok executive Steve Robaire as its new Executive Vice President of Reebok International, effective 1 July 2022.

In this newly established role, Robaire hopes to spearhead the expansion of Reebok across international territories, focusing on developing new business opportunities and implementing a strategy that leverages the brand heritage and prestige to drive sales and growth.

Based in ABG’s New York headquarters, Robaire will report to Jarrod Weber, Group President Lifestyle, Chief Brand Officer at Authentic Brands Group.

Robaire brings nearly 15 years of experience in brand licensing, sales and marketing. The majority of his career has been at Reebok, where he most recently served as VP/GM of Reebok in the Greater China region.

Jarrod Weber, Group President Lifestyle, Chief Brand Officer at ABG, said: “Steve’s track record in growing Reebok’s market share and sales growth in Greater China and Europe makes him an excellent leader for driving Reebok’s business across all international markets. There’s an incredible appetite for the brand across key markets and with Steve leading the charge, we are primed for success.”