Reebok plans 200 China stores as part of comeback bid
Reebok plans to open hundreds of stores in mainland China, with a new Shanghai flagship launching this fall and up to 200 outlets targeted by the end of 2029. Owner Authentic Brands Group aims for $1 billion in annual mainland China sales by 2036, up from under $100 million — all currently online. Most Reebok stores in China closed after Adidas sold the brand to Authentic in 2022; around 10 remained open until last year. A distribution deal with NewRee Sports was announced last month. Authentic’s Greater China head Josh Perlman said the brand will focus on premium shopping centers. Reebok’s global sales have doubled to $5 billion.
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