Evenflow Brands signs Reebok licence to take the brand beyond shoes and apparel in India

Reebok, the global sports brand, is set to expand its presence in India beyond footwear and apparel. Evenflow Brands, a consumer brand builder acting as an infrastructure startup for consumer brands, has signed a licensing agreement with Authentic Brands Group, the global owner of Reebok. This deal allows Evenflow to manufacture, market, and distribute Reebok products across adventure gear, sports accessories, support and recovery products, and inflatables in India.

Indian consumers are becoming more active in sports, fitness, and outdoor activities, making these new categories fast-growing segments in the country. While the two licensing agreements' demarcation is unclear, the partnership aims to leverage Reebok's global recognition and Evenflow's understanding of the Indian market. Both companies remain tight-lipped about financial terms, product launch order, and the relationship with Abbirla Birla Fashion and Retail's existing footwear and apparel rights.

The success of this deal could pave the way for other legacy global sports brands to enter India's expanding market for products beyond traditional workout gear.