US sportswear giant Reebok has inaugurated a dedicated European headquarters in London and named Marc Le Roux as Chief Executive Officer of Reebok Europe, the company announced. Le Roux succeeds Steve Robaire, who had been serving in an interim capacity.
Le Roux brings more than 15 years of industry experience, having worked at Adidas in a range of senior roles, including Senior Vice President of Brand and General Manager for the Asia-Pacific region, before stepping down in 2021.
The new European headquarters is located in London. The site has been described as a “strategic command centre” supporting Reebok’s network of regional partners and retailers, and working in close collaboration with the Reebok Design Hub based in Boston, USA.
According to a statement from the parent company Authentic Brands Group and its European partner GB Brands, the move reflects Reebok’s commitment to a locally-led strategy and long-term growth in Europe, with a focus on “return to performance sport, cultural leadership and retail expansion.”
Steve Robaire commented that Europe has always been at the heart of Reebok’s story and that the new office represents both a homecoming and forward-looking investment, designed to reignite the brand’s legacy in sport while connecting authentically with contemporary culture and consumers.
The launch of the London HQ follows strong financial results for Reebok in 2024. According to Companies House filings for Reebok International Limited, profits increased to US $ 179.9 million, while revenue rose to US $ 302.4 million — gains the company attributed to expansion of its global business, improved performance from licencees, and the addition of new regional partners.
As the European footprint is further strengthened under Le Roux’s leadership, Reebok aims to bolster its regional operations and drive growth through both performance and lifestyle segments in key markets across the continent.
