American sports brand Reebok announced singer Lars Huang as its brand ambassador for mainland China on September 30. The partnership is Reebok’s latest effort to strengthen its presence in the Chinese market. Founded in 1958 by Joe and Jeff Foster, Reebok was acquired by Adidas in 2006 for $3.8 billion. However, the brand struggled under Adidas’ ownership, leading to its sale in August 2021 to Authentic Brands Group, the parent company of Champion, for approximately $2.5 billion.