By Allison Watkinson
TLL Reporter
Authentic has partnered with Sports Casuals International (SCI) to expand the Reebok brand with performance golf apparel.
Through the licensing partnership, SCI will design, manufacture and distribute Reebok-branded adult performance golf apparel for men and women.
SCI will be Reebok’s apparel partner, while Reebok Design Group (RDG)—the brand’s global hub for design, development and innovation—will handle the creation and distribution of golf footwear.
“Reebok’s re-entry into performance golf is a significant milestone in the brand’s evolution,” said Authentic EVP, Steve Robaire.
“By combining SCI’s unmatched expertise in design and manufacturing with Reebok’s brand DNA, we’re delivering a fresh, disruptive approach to golf performance,” added Robaire. “This new offering meets the modern golfer’s needs and redefines what they can expect from the game, solidifying Reebok’s position as a leader in the performance golf market.”
Reebok is already a major player in the world of sports, and the company believes this is the right time to expand into the golf market.
“Golf is undergoing a cultural transformation and Reebok is uniquely positioned to shake up the sport with products that bring performance, style and accessibility to a broader audience,” explained Reebok CEO Todd Krinsky. “This launch reflects our commitment to diversifying our sport portfolio and serving athletes in new, exciting ways.”
The new product assortment reflects SCI’s fabric-first approach, combining performance-driven technologies with key design elements to enhance on-course functionality.
Blending comfort, versatility and a modern aesthetic, SCI says the collection delivers apparel that performs on the course and transitions seamlessly to off-course wear.
“We are thrilled to partner with an iconic global brand like Reebok as they enter the sport of golf,” said SCI CEO, Trenton Pfau.
“This partnership combines Reebok’s powerful legacy with SCI’s 30+ years of expertise in apparel commercialization, a perfect fit,” added Pfau. “We’re immensely proud of the product range we’ve developed together and look forward to seeing it shine both on and off the course.”
The product assortment will be available through various retail channels, including department stores, specialty retailers and online platforms.
Authentic Brands Group (Authentic) is a unified platform that integrates expertise in mergers and acquisitions, licensing, brand strategy and digital innovation to unlock the power of its global portfolio.
Authentic acquired Reebok in 2021 for roughly $2.5 billion, and now owns more than 50 global brands, generating approximately $32 billion in annual retail sales. These brands have a significant presence in 150 countries, with more than 13,000 freestanding stores and shop-in-shops, as well as 400,000 points of sale worldwide.
SCI (Sport Casuals International) is a custom apparel provider, specializing in end-to-end solutions from fiber selection to finished garments. With over 30 years of experience, SCI delivers expertise in product development, production and distribution.
Supported by a fully integrated vertical supply chain, including owned yarn suppliers, mills and Cut-Make-Trim (CMT) capabilities, SCI partners with clients at every stage of production.
Reebok is a sports culture brand with a fitness heritage dating back to 1895. This partnership builds on Reebok’s recent signing of professional golf star Bryson DeChambeau and his team, LIV Golf’s Crushers GC.
Reebok currently operates in 80 countries with approximately 400 freestanding stores around the world.