Reebok to Relaunch Performance Golf Category as the Sport’s Popularity Continues to Heat Up

More changes are afoot at Reebok.

According to Authentic Brands Group, which bought Reebok from Adidas in 2021 for $2.5 billion, said it has partnered with Sports Casuals International (SCI) to expand Reebok’s footprint in the golf category.

Through the partnership, the brand management company noted that SCI will design, manufacture and distribute Reebok-branded adult performance golf apparel for men and women. SCI said that its offering will combine “performance-driven technologies with key design elements” that will serve on-course and off-course occasions.

Steve Robaire, executive vice president of Reebok at Authentic, noted in a statement that this move marks Reebok’s re-entry into performance golf and is a significant milestone in the brand’s evolution.

“By combining SCI’s unmatched expertise in design and manufacturing with Reebok’s brand DNA, we’re delivering a fresh, disruptive approach to golf performance,” Robaire said. “This new offering meets the modern golfer’s needs and redefines what they can expect from the game, solidifying Reebok’s position as a leader in the performance golf market.”

As for Todd Krinsky, chief executive officer of Reebok, he feels Reebok is “uniquely positioned” to shake up the sport of golf with products that bring “performance, style and accessibility” to a broader audience. “This launch reflects our commitment to diversifying our sport portfolio and serving athletes in new, exciting ways,” Krinsky said.

“We’re immensely proud of the product range we’ve developed together and look forward to seeing it shine both on and off the course,” said Trenton Pfau, chief executive officer at SCI, added.

This partnership comes after Reebok’s recent signing of professional golf star Bryson DeChambeau and his team, LIV Golf’s Crushers GC. The product assortment will be available through various retail channels, including department stores, specialty retailers and online platforms, Authentic said.

The news comes just days after Authentic confirmed to FN that Reebok Design Group and the brand’s U.S. operations have been acquired by Galaxy Universal. With this move, Reebok joins Galaxy Universal’s portfolio of athletic brands including And1, Gaiam and Tony Hawk. The company is also the licensee of the Justice and London Fog brands.

Reebok’s re-entry into the sport comes as the golf shoe market continues to heat up as more Americans continue to flock to the game following its rise in popularity during the pandemic.

This spike in participation has translated to a big bump in golf shoe sales, too. According to Circana’s retail tracking data, golf footwear saw $407.8 million in sales in 2023. And while dollar sales did decline 1 percent last year versus 2022, the market is still 48 percent larger compared to pre-pandemic 2019 when the category reported $275.8 million in sales.