Reebok is an international athletic footwear and apparel brand, originally founded in 1895 in Bolton, England by Joseph William Foster as J.W. Foster and Sons. The company rebranded as Reebok in 1958. The name comes from "rhebok," an Afrikaans word for a type of African antelope. Reebok was acquired by adidas in 2005 and sold to Authentic Brands Group in 2021.
The running boom and the Freestyle
Reebok's 1980s rise began with the Freestyle (1982) — the first women's-specific athletic shoe. It became a defining aerobics-era silhouette and established Reebok as a women's athletic brand leader. By 1987, Reebok briefly surpassed Nike in US footwear sales.
The Pump
The Reebok Pump (1989) — with its inflatable collar technology and visible basketball button — revolutionized basketball marketing. Dee Brown's "Pump reload" during his 1991 Slam Dunk Contest win is one of sneaker culture's most famous commercial moments. The Pump has been reissued across decades and collaborators including Packer Shoes, BBC Ice Cream, and Atmos.
Allen Iverson and the Question
Allen Iverson signed with Reebok in 1996 as a rookie. The Reebok Question (1996) and Answer series (1997+) became foundational basketball silhouettes. Iverson's cultural influence — both on-court and through his iconic crossover on Michael Jordan — solidified Reebok's basketball presence. Reebok released Iverson's signature shoes continuously through his career and continues to retro them.
Modern lifestyle silhouettes
- Classic Leather (1983) — all-white heritage runner, now the brand's lifestyle flagship
- Club C (1985) — minimalist tennis silhouette, go-to women's and men's lifestyle shoe
- Workout Plus (1987) — cross-trainer with crossover streetwear appeal
- Instapump Fury (1994) — Pump tech in a futuristic, laceless silhouette
- Club C Bulc / LX2200 — modern collaborations revived for 2020s releases
Collaborations
Reebok's 2020s resurgence has been driven by collaborations with Bodega, BAIT, Mita Sneakers, Maison Margiela, Cardi B, Cottweiler, and a return of the Pharrell Williams Human Nature collection. The Instapump Fury's BAPE 30th anniversary collab and Cardi B's Club C Cardi partnership both drove significant sell-through in 2023-2024.