Bengaluru, Sep 07: Evenflow Brands, one of India‘s fastest-growing infrastructure startups for consumer brands, today announced a licensing agreement with Authentic Brands Group, a global brand and entertainment platform, to manufacture, market, and distribute a range of Reebok sports, fitness, recovery, and adventure products across India.
The partnership expands Reebok‘s footprint in India beyond apparel and footwear into high-growth product categories including adventure gear, sports accessories, support and recovery products, and inflatables.
As participation in sports, fitness, and outdoor activities continues to grow across India, the partnership aims to make globally trusted Reebok products more accessible to consumers across everyday sporting and lifestyle occasions in India.
The agreement builds on Evenflow‘s proven expertise in scaling consumer brands across e-commerce and quick commerce, reinforcing its strategy of partnering with globally recognized brands while delivering strong local execution, supply chain capabilities, and consumer-first innovation.
“Reebok has always represented performance, resilience, and an active lifestyle. Through this partnership, we’re excited to extend that legacy into categories that are becoming increasingly relevant for Indian consumers. From training and recovery to outdoor adventures, our vision is to build a comprehensive ecosystem of high-quality products that combines Reebok‘s global heritage with Evenflow‘s deep understanding of the Indian market,” said Utsav Agrawal, Co-founder & CEO, Evenflow Brands.
“India is an important growth market for Reebok, and this partnership with Evenflow creates new opportunities to bring the brand into more categories and more moments in consumers’ lives,” said Steve Robaire, EVP, Reebok at Authentic, owner of the brand. “Evenflow brings strong local market expertise and a clear understanding of how consumers are engaging with sport, fitness and outdoor activities. Together, we see significant potential to expand Reebok’s presence across India and build the brand for the long term.”
The first range of products under the expanded licensing agreement is expected to launch across leading e-commerce platforms and retail channels in the coming months.