Evenflow Brands Partners with Reebok to Launch Sports, Recovery & Adventure Product Portfolio in India

Evenflow Brands, one of India's fastest-growing infrastructure startup for consumer  brands, today announced a licensing agreement with Authentic Brands Group, a  global brand and entertainment platform, to manufacture, market, and distribute a  range of Reebok sports, fitness, recovery, and adventure products across India. 

The partnership expands Reebok's footprint in India beyond apparel and footwear into  high-growth product categories including adventure gear, sports accessories, support  and recovery products, and inflatables. 

As participation in sports, fitness, and outdoor activities continues to grow across India,  the partnership aims to make globally trusted Reebok products more accessible to  consumers across everyday sporting and lifestyle occasions in India. 

The agreement builds on Evenflow's proven expertise in scaling consumer brands  across e-commerce and quick commerce, reinforcing its strategy of partnering with  globally recognized brands while delivering strong local execution, supply chain  capabilities, and consumer-first innovation. 

"Reebok has always represented performance, resilience, and an active lifestyle.  Through this partnership, we're excited to extend that legacy into categories that  are becoming increasingly relevant for Indian consumers. From training and  recovery to outdoor adventures, our vision is to build a comprehensive ecosystem  of high-quality products that combines Reebok's global heritage with Evenflow's  deep understanding of the Indian market," said Utsav Agrawal, Co-founder &  CEO, Evenflow Brands. 

“India is an important growth market for Reebok, and this partnership with Evenflow creates  new opportunities to bring the brand into more categories and more moments in consumers’  lives,” said Steve Robaire, EVP, Reebok at Authentic, owner of the brand. “Evenflow brings  strong local market expertise and a clear understanding of how consumers are engaging with  sport, fitness and outdoor activities. Together, we see significant potential to expand Reebok’s  presence across India and build the brand for the long term.” 

The first range of products under the expanded licensing agreement is expected to  launch across leading e-commerce platforms and retail channels in the coming  months.

About Evenflow Brands 

Evenflow Brands is an infrastructure startup for consumer brands that builds and  scales high-potential brands across e-commerce, quick commerce, and omnichannel  retail. Leveraging technology, operational excellence, and strategic brand  partnerships, Evenflow is building a portfolio of category-leading consumer brands  that serve millions of customers across India. 

About Reebok 

Reebok is an iconic and irreverent sports culture brand with a rich and storied fitness  heritage dating back to 1895. Founded on athletic footwear that changed the  direction of sport, Reebok continues to introduce innovations that propel the industry  forward. Today, Reebok sits at the intersection of active, lifestyle and sport, offering  high quality and modern styles that are adaptable for every occasion. The brand  strives to deliver every athlete, from professionals to enthusiasts, with the  opportunity, products and inspiration to reach their full potential. Reebok currently  operates in 80 countries with approximately 400 freestanding stores around the  world. 

About Authentic Brands Group 

Authentic Brands Group (Authentic) is a global brand and entertainment platform that  owns and invests in iconic intellectual property and cultural assets. It accelerates  brands through a set of specialized businesses that combine powerful storytelling,  premium content, unforgettable live experiences and global commerce. Through a  network of more than 1,700 best-in-class licensees and strategic partners across  150 countries and expansive distribution, Authentic’s brands drive more than $38  billion in annual systemwide retail sales worldwide. 

Authentic’s diversified portfolio spans more than 50 brands and reaches nearly one  billion social media followers. Its roster includes Reebok, Champion, Shaquille  O’Neal, David Beckham, Kevin Hart, Sports Illustrated, Elvis Presley, Muhammad  Ali, Marilyn Monroe, GUESS, Care Bears, Aéropostale, Nautica, Eddie Bauer, Lucky  Brand, Nine West, Brooks Brothers, Juicy Couture, Vince Camuto, Izod, Van  Heusen, Dockers, Ted Baker, Hart Schaffner Marx, Vince, OVO, Barneys New York,  Judith Leiber, Quiksilver, Spyder, Billabong, Volcom, Roxy, RVCA, DC Shoes,  Prince, Sperry and Hunter.