Reebok has opened the doors to its new European headquarters in London and has tapped a familiar footwear face to lead the region.
On Monday, the Authentic Brands Group-owned athletic brand officially revealed its new European HQ located at 40–50 Tottenham Street inside Arthur Stanley House. Reebok noted that the new space will serve as both a commercial engine and a creative hub and will work closely with the Boston-based Reebok Design Hub.
Reebok added that the new regional HQ is designed to accelerate retail expansion, strengthen performance and women’s categories, and deepen the brand’s cultural footprint while supporting its longstanding network of regional partners, retailers, and consumers.
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With the opening of its new headquarters, the brand has tapped Marc Le Roux as the new chief executive officer of Reebok Europe.
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Le Roux joins Reebok from French footwear manufacturer Groupe Royer where he served as CEO since Sep. 2024. The executive has also spent over 15 years at Adidas, with his most recent role of senior vice president and general manager in the Asia Pacific region. Other roles he held while at the German athletic company include vice president of Greater China, brand director, and head of sport marketing.
In a statement on Monday, Le Roux said that he is joining the company at an “incredibly exciting moment” for Reebok.
“The brand’s legacy, combined with the strong foundation established by Authentic, has created an environment for success,” Le Roux noted. “The opening of our new London headquarters marks a powerful symbol of Reebok’s future in Europe, and I’m thrilled to help write the next chapter of its story.”
Le Roux takes the helm over 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, the brand’s European operating partner.
“Europe has always been at the heart of Reebok’s story, and this new office represents both a homecoming and a forward-looking investment,” added Robaire, executive vice president of Reebok at Authentic. “We’re building a team and a space to reignite Reebok’s legacy in sport while connecting authentically with today’s culture and consumers. Alongside our new home, we’re proud to welcome Marc Le Roux as the new CEO of Reebok Europe, whose leadership will be instrumental in expanding the brand’s regional footprint.”
This news comes after Authentic Brands Group confirmed to FN in February that it signed a new joint venture between Galaxy Universal and Batra Group, dubbed GB Brands Europe Limited, to oversee Reebok’s operations across Europe and the U.K. This new venture took over for New Guards Group (NGG), a division of Farfetch, which previously distributed Reebok footwear and apparel in Europe.