In a move to reinvigorate the Reebok brand in the world of team sports, Authentic Brands Group has entered into a long-term licensing agreement with Sakar International to design and distribute Reebok-branded basketball, pickleball, baseball, soccer and football equipment and electronics, including audio, tech and massage products.

The new product line will roll out across key department stores, specialty retailers and online in the U.S. and Canada in 2024.

“We are pleased to partner with Sakar International to expand the Reebok brand into new product categories,” says Steve Robaire, EVP of Reebok at Authentic. “This partnership continues the momentum of Reebok’s return to sport on the heels of the Shaquille O’Neal, Allen Iverson, Justin Fields and Angel Reese announcements as we re-enter the sports equipment industry where Reebok has held a strong market position.”

“Partnering with Authentic and Reebok is exciting for us. We can’t wait to see Authentic’s vision and our own innovation come to life in the products we create,” adds Jeff Saka, president of Sakar International. “We have a common goal of delivering high-quality, fresh, interesting items across all categories and look forward to launching these lines in 2024.”