Reebok Turns to Victoria Beckham for Innovative New Partnership

Today's Action

All times are EST unless otherwise noted. Odds/lines subject to change. T&Cs apply. See for details.

She joins a growing list of women working with the brand.

Beckham will have her own collection. (Photo via Reebok)

Ariana Grande, Gigi Hadid, Aly Raisman, Teyana Taylor, and now, Victoria Beckham.

Outside of being super successful, all of these women have another thing in common, they endorse Reebok.

With women driving 70–80% of all consumer purchasing according to Forbes, it is no surprise that lifestyle brands such as Reebok are turning to powerful women influencers to drive conversation, innovation and sales around their brand.

This long-term partnership will be highlighted by the introduction of a bold new Reebok x Victoria Beckham collection, which will be introduced in late 2018 and will sit in the Reebok Innovation Collective — a brand initiative that focuses on developing footwear and apparel that delivers the next generation of performance and expression, from conceptual runway designs to tech-driven products that fill retail shelves.

“As a brand, we look to partner with not just influential women, but women who want to truly change the world,” shared Reebok’s Corinna Werkle, Senior Vice President of Women’s Initiatives at Reebok. “There’s no better embodiment of this than Victoria. She is a true visionary who possesses a relentless desire to help women become the best version of themselves. This desire shines through in everything she touches, especially her designs, which continue to push industry standards season after season. We cannot wait for the world to see what she will do with our collaboration.”

As more apparel and lifestyle companies turn to collaborations to make their brand unique, fit between the brand and star is crucial, something that Beckham isn’t worried about.

“I am incredibly excited to embark on this partnership built on shared values. I have always championed instilling confidence in women and Reebok is a brand that has been at the forefront of this same message for decades,” said Beckham. “To have the opportunity to challenge the traditional notions of fitness wear within a fashion context is something I have always wanted to do. I have long incorporated sportswear into my wardrobe and daily life and I am thrilled to be coming together with Reebok on such a dynamic proposition.”

Front Office Sports is a leading multi-platform publication and industry resource that covers the intersection of business and sports.

Want to learn more, or have a story featured about you or your organization? Contact us today.