Reebok Is Staking Its Claim in Golf's Cultural Renaissance

Reebok is Back—and Bryson DeChambeau and his Crushers squad will lead the charge in golf. But how did we get here?

First, we have to rewind to March of 2022, when Authentic Brands officially acquired Reebok from Adidas. Adidas had owned the brand from 2006 to 2022 but struggled to keep it relevant in a rapidly changing market. Under Authentic Brands Group (ABG), which manages over 60 brands including Greg Norman's, Champion, and Nautica, Reebok has experienced a resurgence. ABG’s approach of reducing marketing and operational overhead while leveraging global licensing opportunities has boosted Reebok’s profitability, particularly with significant revenue growth from overseas markets.

ABG’s strategy has allowed Reebok to pivot and attack new opportunities. As ABG CEO Jamie Salter put it, the goal is to "let Reebok be Reebok."

The Launch of Nano Golf

The Bryson DeChambeau partnership coincides with the release of Reebok’s newest brand anthem, "Sport is Everything," which celebrates global figures and champions the idea that "sport is not confined by definitions—it is what we choose to make of it." This ethos perfectly aligns with Reebok’s history as a multi-sport innovator, from creating cultural icons like the Shaq Attaq and Iverson’s Question to leading the CrossFit revolution with the Nano series.

Now, Reebok is returning to golf, a category it briefly touched in the 1980s and 1990s with partnerships like Greg Norman’s. Bryson DeChambeau, known for his scientific and analytical approach to the game, is the new face of this initiative. His Crushers team is the embodiment of Reebok’s push to modernize its presence in golf.

Performance vs. Nostalgia

Reebok’s re-entry into golf begs the question: will they lean into nostalgia, pulling inspiration from their vintage archives, or will they push forward with cutting-edge performance innovations? The Nano Golf line represents a fascinating crossroads. On one hand, Reebok’s history of blending culture and performance could lead to a resurgence of retro-inspired designs. On the other hand, the modern demands of golf’s dynamic audience suggest a need for performance-driven technology.

A Bold New Era

As Reebok tees off with its Nano Golf line, the timing feels significant. Golf is experiencing a cultural renaissance, and Reebok is staking its claim. With a legacy of bold moves in other sports and a renewed focus under ABG’s leadership, the brand is poised to make an impact on and off the greens.

What do you think? Will Reebok ride the nostalgia wave or redefine performance in golf? One thing’s clear: Reebok is back, and it’s ready to swing for the future