China athleisure update: Reebok, Canada Goose, Lululemon's games

Editor's note: According to the latest reports, Authentic Brands Group has since dismissed notions that Chinese sportswear giant Anta Group will acquire Reebok. Media reported this week that Chinese sportswear leader Anta is rumored to be negotiating to acquire Reebok from U.S.-based brand operator Authentic Brands Group (ABG). This development comes after reports in March hinted at Anta’s interest in the legacy athletic brand. Reebok, which dates back to 1958, was acquired by Adidas in 2006 for $3.8 billion as a strategic move against Nike, before being sold to ABG for $2.5 billion in 2021. In recent years, Reebok has faced challenges in China, generating 160 million RMB ($22 million) in annual e-commerce sales. Anta, however, has a history of revitalizing global brands, including Fila, Descente, Amer Sports, and Jack Wolfskin. When asked by Jing Daily about the rumored deal, ABG’s China headquarters declined to comment on the matter. Meanwhile, Anta responded, “We do not comment on market speculation.” On Chinese social media, many expressed excitement about the potential deal, citing Anta’s ability to reboot brands. Others were more skeptical. “Reebok's best future would be as a second Fila, focusing on fashion sports and fitness, with branches into basketball and running,” wrote netizen Chicken (machine) on Xiaohongshu (also known as RedNote). “Why did Fila and Descente thrive under Anta? The key is that they both capitalized on the younger, middle-aged market. Reebok seems to be [facing challenges] adapting to the market with its focus on the 15-35 age group.” “Stock up while [Reebok] is still affordable,” netizen Love you like a dream wrote. Canada Goose sees strong DTC sales Meanwhile, Canadian outdoor apparel brand Canada Goose posted strong first-quarter results for fiscal 2025, with revenue climbing 22.4% year-over-year to 107.8 million Canadian dollars ($79.6 million). Growth was fueled by a robust performance in direct-to-consumer (DTC) channels and solid demand in core markets like China and the U.S. For Canada Goose, apparel emerged as the fastest-growing category, driven by new launches like the Emerson T-shirt and Beckley Polo. The brand now operates 76 stores and recently revamped its Amsterdam flagship. IT also highlighted sustainability gains in its annual impact report, including progress on carbon reduction goals. Lululemon’s ‘Summer Sweat Games’ continue Fellow Canadian athleisure brand Lululemon held the Shanghai regional finals of its 2025 “Summer Sweat Games” at Jing’an Kerry Centre on August 2 as part of the city's Shanghai Summer initiative. Nine groups vied for a spot in the national finals in Chengdu, with team TR Athletics claiming victory. Brand ambassador, comedian/actress Jia Ling also made an appearance, joining around 2,000 attendees at “Sweat Avenue,” a pop-up fitness zone on Anyi Road offering rope climbs, obstacle courses, and yoga sessions. Now in its third year as part of the Shanghai Summer initiative campaign, a program that blends immersive art, global IPs, and travel services to attract visitors, the event turned the Jing’an district into a vibrant outdoor fitness space. So far, nearly 6,000 people across 42 cities have participated, with upcoming rounds set for Dalian, Nanjing, Beijing, and Wuhan ahead of the Chengdu finals. Additional research by William Zhou.

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China athleisure update: Reebok, Canada Goose, Lululemon's games