Personalized Approach and Long-Term Partnerships
Reebok has embarked on a five-year repositioning strategy, with football being one of its most robust projects. The brand will also expand into sports like golf and padel. Mario Olvera, General Manager of Reebok Mexico, visited El Economista to discuss the brand’s comeback in Mexico and its global strategy.
Toros Neza FC Collaboration
Olvera mentioned the recent special edition jersey release for Toros Neza FC, an amateur football team from Nezahualcóyotl, Estado de México. Although there’s no contract with Neza, Reebok plans to participate if the team resumes professional play.
Kevin Álvarez and Liga MX Negotiations
Reebok has already started its comeback with footballer Kevin Álvarez, currently playing for Club América. The brand is in talks for patrocinio in the uniforms of two Liga MX teams, focusing on long-term relationships rather than numerous short-term contracts.
Goals and Growth in Mexico
Reebok aims to be among the top 3 in global sales within two years, with Mario Olvera reporting weekly to the Reebok headquarters in Boston. The brand targets CDMX, Guadalajara, Monterrey, and Puebla for 80% of its sales, with strong partnerships through Grupo Martí, Liverpool, Sears, and Innovasports.
Reebok expects to reach a 6% market share this year, up from 1.2-1.3%, with a focus on quality over quantity in partnerships.
Global Reach and the 2026 World Cup
The 2026 World Cup is a significant event for Reebok, as it will feature the brand’s football boots on elite players for the first time in 18 years. After being under Adidas for 15 years, Reebok was acquired by Authentic Brands Group for at least $2.5 billion in August 2021.
Reebok has invested in technology and innovation to compete with rivals within three years, offering competitive pricing alongside technological advancements and quality design.
Key Reebok Data Points
- Sales Composition by Category (January-May 2025):
- Classics: 48.33%
- Performance: 24.5%
- Accessories: 27.16%
- Specific Product Lines Produced by Sport:
- Running – Floatzig
- Training – Nano
- Racquet Sports – Nano Court
- Basketball – Engine A
- Football Teams Reebok Sponsors Worldwide:
- In past decades, Reebok sponsored national teams from Argentina, Chile, Colombia, and Paraguay.
- The brand also sponsored South American clubs like Cruzeiro, Vasco da Gama, São Paulo FC, Banfield, and Peñarol.
- In Europe, Reebok partnered with Liverpool FC, Bolton Wanderers, Sporting de Lisboa, and Atlético de Madrid.
- In September 2022, Reebok became the official sponsor of the Panamanian Football Federation until 2026.
- In November 2022, Reebok signed an agreement with Botafogo de Brasil, celebrating the Copa Libertadores 2024 title.
- Reebok returned to Chilean football in 2025 by signing with Unión Española as its new sportswear provider.
- Number of Physical Stores in the US, Mexico, and LATAM:
- Mexico: 16 stores (information pending for complete details).
- Number of Brand Ambassadors Across All Sports:
- Mexico: Two brand ambassadors, Kevin Álvarez (football) and Gabriel Bouchot (marathon runner).
- Globally, Reebok has had ambassadors like Iker Casillas, Dennis Bergkamp, Ryan Giggs, Thierry Henry, and Andy Cole.
- Former athlete ambassadors include Miguel “Piojo” Herrera, Oswaldo Sánchez, Ramón Ramírez, Alberto García Aspe, Ignacio Ambriz, and Luis Roberto “Zague”.
