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Sport is where Reebok began, and sport is where the brand is returning.
For more than a century, Reebok has championed athletes through innovation, performance and a belief in the power of sport to inspire people and move culture forward. As the brand continues to accelerate its global Return to Sport strategy, South Africa represents one of its most exciting opportunities to reconnect with performance sport through renewed investment in athletes, communities and authentic sporting partnerships.
The recently announced technical apparel partnership with The Sharks marks the first major expression of that strategy in South Africa. More than a teamwear partnership, it signals Reebok’s long-term ambition to strengthen its presence across key performance categories and re-establish the brand as an authentic force within team sports.
As Reebok expands its performance portfolio, team sports represent a key area of focus. Rugby is an important first step in that journey, reflecting the brand’s ambition to invest in sports where teamwork, resilience, community and performance come together.
Few sports are as deeply embedded in South African culture as rugby. It unites communities across generations, inspires the next wave of athletes and occupies a unique place in the country’s sporting identity. For Reebok, investing in rugby is not only an opportunity to support performance at the highest level, but also to contribute meaningfully to a sport that continues to influence culture far beyond the field.
The Sharks represent the ideal partner for this next chapter. United by a shared commitment to performance, ambition and resilience, the partnership extends beyond technical apparel to celebrate the unique role rugby plays both on and off the field. As rugby continues to influence fashion, youth culture and everyday style, Reebok sees an opportunity to create products that move seamlessly between performance and lifestyle. The partnership will see Reebok develop premium technical apparel for the club alongside elevated supporter and lifestyle collections, retail experiences and future initiatives designed to strengthen the connection between players, supporters 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,” says PJ Morilly, Head of Brand, 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 partnership also marks the renewal of a longstanding relationship between Reebok and The Sharks. Having previously shared an important chapter in the club’s history, the two brands reunite at a time when both are entering an exciting new era of growth and ambition.
Through authentic partnerships, innovative product and renewed investment in performance and team sports, Reebok is writing the next chapter of its sporting legacy in South Africa.