Authentic Brands Group has promoted a longtime Reebok executive to a new role.
The brand and marketing giant on Thursday named Steve Robaire as executive vice president of Reebok International, effective July 1. In the newly created role, Robaire will help drive Reebok’s global expansion with its international partners, driving sales and growth while preserving the heritage of the sports brand. He will report to Jarrod Weber, lifestyle group president and chief brand officer at ABG.
A Reebok veteran of more than 13 years, Robaire most recently served as Reebok’s Vice President and General Manager for Greater China. Prior to that, he was Senior Director of Sports & Entertainment Marketing and Global Brand Events.
“I am honored to join the ABG family and continue my longstanding relationship with the brand,” Robaire said in a statement. “Reebok is an iconic, world-renowned brand that creates and delivers premium quality products. I am delighted to join ABG’s talented leadership and teams to drive expansion in key regions.
ABG, the company behind dozens of acquisitions of brands and retailers like Forever 21 and JCPenney, announced it would buy Reebok from Adidas in August. The $2.5 billion deal was completed earlier this year.
Even before the deal was completed, ABG announced a series of distribution and licensing partnerships to sell Reebok around the world. In February, ABG announced an agreement with Foot Locker to exclusively offer select Reebok shoes in its stores and website in the United States.
Earlier this month, ABG announced that LF Corp. would be its exclusive strategic partner to distribute the Reebok brand in South Korea. The company has signed similar agreements with retailers and licensing partners in Canada, the Middle East, North Africa, North America and Europe.
“Steve’s track record of growing Reebok’s market share and growing sales in Greater China and Europe makes him an excellent leader to lead Reebok’s business in all international markets,” said Jarrod Weber. “There is incredible appetite for the brand in key markets, and with Steve in the lead, we are poised for success.”
ABG CEO Jamie Salter said Reebok will see global retail sales of more than $5 billion in 2022. Over the next five years, the goal is to reach $10 billion in sales at annual retail worldwide. ABG also plans to grow Reebok’s digital business, as well as look at the shoe and apparel designs that have made Reebok unique.