Reebok has officially re-entered the elite football space with a long-term partnership announcement featuring DuÅ¡an Vlahović, the prolific Serbian striker for Juventus and the Serbia national team. Vlahović becomes the face of Reebok’s revived football division, signaling the brand’s ambitious push back into performance soccer after nearly two decades away.
Launching the Sidewinder Boot
The deal kicks off in summer 2026, with Vlahović fronting Reebok’s new football apparel and footwear line. Key highlight: the debut of the Sidewinder, Reebok’s first modern on-field performance football boot in over a decade.
Vlahović has already been spotted testing prototypes during Juventus training sessions. The launch colorway features a white base with bold black zig-zag lines and gold Reebok branding at the heel, paying homage to the original 1990s Sidewinder design.
Beyond matchday, Vlahović will train in Reebok’s performance staples, including the Nano X5 Edge training shoes and FloatZig 2 running shoes.
Reebok’s Strategic Comeback
Owned by Authentic Brands Group since 2022, Reebok historically had a strong football presence but shifted focus to other sports in the 2000s–2010s. This partnership marks a deliberate repositioning toward team sports and high-performance football, timed ahead of major global events like the 2026 FIFA World Cup.
Todd Krinsky, CEO of Reebok, stated:
“As we continue to rebuild our presence in team sports, partnering with an elite talent like DuÅ¡an signals our commitment to competing at the highest level. This is about honoring where we’ve been while boldly shaping where we’re going.â€
Steve Robaire, EVP at Authentic Brands Group, added emphasis on “reigniting Reebok’s authority in performance sport.â€
Vlahović, a former Serie A top scorer and consistent goal threat at Juventus, brings star power and credibility to the revival.