Reebok has officially inaugurated its new European headquarters in London and appointed Marc Le Roux to oversee operations in the region.
The headquarters is situated at 40–50 Tottenham Street within Arthur Stanley House.
The athletic brand, owned by Authentic Brands Group, has stated that the headquarters will function as both a commercial hub and a creative centre, collaborating closely with the Reebok Design Hub based in Boston, in the US state of Massachusetts.
Authentic Brands Group noted that the opening “represents a pivotal step in Reebok’s global strategy” in collaboration with GB Brands, its European operating partner, “reinforcing Reebok’s return to performance sport, cultural leadership, and retail expansion.”
Steve Robaire, executive vice-president of Reebok at Authentic, stated: “Europe has always been at the heart of Reebok’s story, and this new office represents both a homecoming and a forward-looking investment.
“We’re building a team and a space to reignite Reebok’s legacy in sport while connecting authentically with today’s culture and consumers.”
Le Roux comes to Reebok from French footwear manufacturer Groupe Royer, where he has held the position of CEO since September 2024.
He succeeds interim CEO Steve Robaire, who will continue to be closely involved with the Reebok Europe business, taking on an advisory role with the GB Brands board.
“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,” added Robaire.
Le Roux has also spent more than 15 years at Adidas, most recently serving as senior vice-president and general manager for the Asia Pacific region.
His previous roles at the German athletic company included vice-president of Greater China, brand director and head of sport marketing.
Le Roux said: “This is 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, and I’m thrilled to help write the next chapter of its story.”
