Reebok returns to London with new HQ and CEO to reignite European growth
Reebok has officially opened its new European headquarters in London and appointed former Adidas executive Marc Le Roux as CEO of Reebok Europe, signalling a new chapter in the brand’s push to reinvigorate itself in the region.
Located at Arthur Stanley House on Tottenham Street, the London HQ will act as both a commercial engine and a creative hub. This sets out to strengthen the brand’s ties with the UK and Europe while continuing to collaborate closely with its Boston Design Hub.
The move marks a symbolic "homecoming" for Reebok, which was founded in Bolton, England, in 1958 before decades of global expansion and corporate shifts. In 2022, Authentic Brands Group (ABG) acquired Reebok from Adidas.
"Europe has always been at the heart of Reebok’s story, and this new office represents both a homecoming and a forward-looking investment," Steve Robaire, EVP of Reebok at Authentic, told WWD. "We’re building a team and a space to reignite Reebok’s legacy in sport while connecting authentically with today’s culture and consumers."
Newly appointed European CEO Marc Le Roux joins Reebok from Groupe Royer, where he served as CEO. He brings more than 15 years of experience from Adidas, where he held senior leadership roles across Asia Pacific and Greater China.
Le Roux takes over from interim CEO Steve Robaire, who is stepping into an advisory role to the brand’s European operating partner, GB Brands Europe Limited - the joint venture announced in February between Galaxy Universal and Batra Group formed to oversee Reebok’s operations across Europe and the UK.
"The brand’s legacy, combined with the strong foundation established by Authentic, has created an environment for success," said Le Roux. "The opening of our new London headquarters marks a powerful symbol of Reebok’s future in Europe, and I’m thrilled to help write the next chapter of its story."
