How Reebok is using legacy to fuel its 2026 comeback

How Reebok is using legacy to fuel its 2026 comeback

Few brands have achieved such broad cultural influence as Reebok. From Princess Diana’s off-duty gym looks to Shaquille O’Neal’s on-court dominance, the brand has not only stood the test of time, but it has also repeatedly found ways to tap into the cultural moment without abandoning its roots. It is a balancing act that many heritage labels attempt, but few sustain. Now, Reebok is attempting its next evolution, signing global music heavyweight …