Published
October 28, 2025
Reebok has officially opened its new London HQ with the London hub being a “strategic command centre dedicated to supporting Reebok’s longstanding network of regional partners, retailers, and consumers”.
Reebok’s new London HQ
Owner Authentic Brands Group said the opening “represents a pivotal step in Reebok’s global strategy” under Authentic and in partnership with GB Brands, its European operating partner, “reinforcing Reebok’s return to performance sport, cultural leadership, and retail expansion”.
And the space debut also coincides with Marc Le Roux arriving as the new CEO of Reebok Europe, “whose leadership will be instrumental in expanding the brand’s regional footprint”.
He brings “decades of sneaker industry expertise and vision to the brand’s next chapter”, taking the helm from interim CEO, Steve Robaire, “who will remain very close to the Reebok Europe business by assuming an advisory role to the GB Brands board”.
Why London for the new HQ? Reebok’s “deep historical ties to the UK and its origins in England make this London opening a symbolic homecoming for the brand,” we’re told.
The HQ is at Arthur Stanley House, 40–50 Tottenham Street, and will serve as both a “commercial engine and a creative hub” that will work closely with the Boston-based Reebok Design Hub.
Marc Le Roux – Reebok
It’s all meant to “accelerate retail expansion, strengthen performance and women’s categories, and deepen Reebok’s cultural footprint”.
Le Roux said it’s “an incredibly exciting moment to join Reebok. The brand’s legacy, combined with the strong foundation established by Authentic, has created an environment for success. The opening of our new London headquarters marks a powerful symbol of Reebok’s future in Europe”.
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