Reebok Returns to Sport with Renewed Rugby Investment
Reebok is reaffirming its commitment to performance sport with a renewed investment in rugby as part of its global Return to Sport strategy. The brand, which has spent more than a century supporting athletes through innovation and performance, is placing South Africa at the heart of its next chapter with a landmark partnership with The Sharks.
The newly announced technical apparel partnership represents Reebok’s first major performance sports investment in South Africa under its global strategy. More than simply supplying teamwear, the collaboration reflects the brand’s long-term vision to strengthen its position in team sports while supporting athletes, communities and authentic sporting partnerships.
Rugby has been identified as a key focus area as Reebok expands its performance portfolio. The sport’s values of teamwork, resilience and community align closely with the brand’s heritage, making it a natural starting point for its renewed investment.
In South Africa, rugby holds a unique place in the nation’s sporting culture, inspiring generations of players and supporters while influencing communities far beyond the field. Reebok believes investing in the sport presents an opportunity to contribute to both elite performance and the broader cultural impact rugby continues to have.
The Sharks have been chosen as the ideal partner for this journey, with both organisations sharing a commitment to ambition, resilience and excellence. Beyond developing premium technical apparel for players, the partnership will also introduce supporter collections, lifestyle products, retail experiences and future initiatives designed to strengthen the bond between the club, its fans and the wider rugby community.
“As a South African brand team, we’ve been incredibly intentional about where and how we choose to show up,”.
said PJ Morilly, Head of Brand at Reebok South Africa
“While Return to Sport is a global direction for Reebok, for us, bringing that vision to life locally starts with investing in the sports and communities that mean the most to South Africans. Rugby has an unmatched place in our sporting culture, and partnering with The Sharks allows us to reconnect with a game, a club and a community that have inspired generations.”
The collaboration also marks the return of a historic relationship between Reebok and The Sharks. Having previously worked together during an earlier chapter in the club’s history, both brands are now reuniting as they enter a new era focused on growth, innovation and performance.
With authentic partnerships, innovative sportswear and a renewed commitment to athletes and team sports, Reebok is continuing to build on its sporting legacy while reinforcing its place in South African rugby and performance culture.
