INDEX / DIRECTORY / REEBOK

Reebok

Fashion & Apparel 85 CITED SOURCES UPDATED 2026-08-12
BDS-1000 Score 508 /1000 C Tier C - High

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Reebok - BDS-1000 Dossier

Key Findings

  • Political/Sponsorship: In February 2025 Reebok signed a two-year kit-sponsorship deal with the Israel Football Association (IFA), whose top-tier league is reported by campaign groups to include clubs based in West Bank settlements, and Reebok maintained the sponsorship through at least November 2025 despite a sustained “Boycott Reebok” campaign and a demand letter from 367 Palestinian sports clubs.123
  • Economic/Corporate: Reebok is a wholly owned, US-licensed brand of Authentic Brands Group (ABG), operates in Israel through longtime local partner MGS Group, and has no identified direct capital investment, R&D presence, or agricultural/settlement sourcing relationship in Israel or the Occupied Palestinian Territories.4
  • Corporate response: Authentic Brands Group did not respond to repeated Business & Human Rights Resource Centre requests for comment in March and November 2025, and Reebok’s only public statement was a denial-and-deflection line - “we don’t do politics; we do sport.”56
  • Not found: No public evidence identified of any military, defence-contracting, or digital/surveillance-technology nexus between Reebok and Israeli state, security, or defence bodies - Reebok is absent from the OHCHR settlement-business database and from the UN Special Rapporteur’s 2025 “economy of genocide” report.789

Target Profile

FieldDetail
Company NameReebok (brand of Authentic Brands Group)
JurisdictionUnited States (Authentic Brands Group headquartered in New York); Reebok originally founded in Bolton, England, in 1958 as an offshoot of J.W. Foster and Sons (1895) - not an Israeli-founded or Israeli-domiciled entity10
HeadquartersReebok Design Group, Boston, Massachusetts; parent Authentic Brands Group, New York, NY11
SectorFootwear and apparel (sportswear/lifestyle brand licensing)
OwnershipPrivately held. Authentic Brands Group acquired Reebok from adidas AG for approximately $2.5 billion, finalized March 2, 2022.1213 Institutional ABG investors include BlackRock (Long Term Private Capital fund, ~15–18% stake, ~$875 million since 2019, reportedly in sale talks as of January 2025), CVC Capital Partners, HPS Investment Partners (both at a $12.7 billion enterprise valuation as of August 2025), General Atlantic, and Leonard Green & Partners; Simon Property Group formerly held and later sold its stake.141516171819 Galaxy Universal acquired Reebok’s global product creation, sourcing, and U.S. footwear licence in 2025, forming a European joint venture with Batra Group; SPARC Group took on certain U.S. operational functions.202122
Key Executives / GovernanceTodd Krinsky, President/CEO of Reebok since September 2022 (30-year company veteran).2312 Jamie Salter, Founder/Executive Chairman and CEO of Authentic Brands Group.12 No public evidence identified of Israel-defence-sector board roles, personal Israeli-company investments, IDF/reservist-fund donations, or public Israel-Palestine statements by either individual.
Israeli-Nexus SummaryNo military or digital nexus identified; documented nexus is limited to a commercial kit-sponsorship of the Israel Football Association (signed February 2025, maintained through late 2025) operated locally via longtime partner MGS Group, alongside a discontinued pre-2020 retail presence and a rescinded 2016 promotional sneaker.1424

Key Facts:

Executive Summary

Reebok’s documented Israel/Palestine nexus is narrow, recent, and concentrated almost entirely in the political/reputational domain: a commercial kit-sponsorship of the Israel Football Association (IFA) signed in February 2025, maintained despite an organized boycott campaign, and operated locally through longtime partner MGS Group.14 There is no public evidence of Reebok engaging in defence contracting, dual-use military supply to Israeli end-users, surveillance or cybersecurity technology relationships, or cloud/data-infrastructure participation with Israeli state or security bodies - the two domains audited for military and digital exposure (Military and Digital) each returned systematically negative findings across contracting, dual-use products, supply chains, and technology stacks.73233

The company’s strongest documented vector is political: the IFA sponsorship followed the ICJ’s July 2024 advisory opinion on the illegality of Israeli settlements and continued through the November 2024 ICC arrest warrants, prompting a sustained “Boycott Reebok” campaign, a 22 November 2025 global day of action in more than 20 cities, and an 18 October 2025 letter from 367 Palestinian sports clubs and associations to CEO Todd Krinsky demanding withdrawal.23435 Reporting on whether Reebok removed or retained its logo from IFA jerseys in September–October 2025 is internally inconsistent between outlets - some describing a reversal after threatened legal action, others describing a denial that removal was ever ordered - and this sequence was not resolved to a single authoritative account within the underlying audits.36637 What is consistent across sources is that the sponsorship itself continued rather than terminated, and that parent company Authentic Brands Group has not issued a substantive public response to complicity allegations, declining to answer press inquiries in both March and November 2025.5

Economically, the record shows a standard, arm’s-length brand-licensing structure: Reebok generates no disclosed Israel-specific revenue segment, holds no identified direct capital investment, real estate, or R&D presence in Israel, and its historical Israeli retail operation (an 85%/15% adidas/Moliov-family joint venture) was wound down in 2020, prior to the 2022 ABG acquisition and the subsequent MGS Group partnership.428 No agricultural, settlement-goods, or mislabeling issues were identified, consistent with Reebok’s footwear/apparel product category. A 2016 “Israel 68” commemorative sneaker was announced by a partner and disavowed by Reebok within a day, a discontinued, pre-2020 incident.24

What is explicitly not supported by the evidence is any military-nexus or digital/surveillance-nexus finding: Reebok does not appear in SIBAT defence-export directories, the OHCHR settlement-business database, the UN Special Rapporteur’s 2025 “economy of occupation” report, or the “Don’t Buy Into Occupation” coalition lists, and no Israeli-origin cybersecurity, biometric, or cloud-infrastructure vendor relationship was identified.78931 A tactical-footwear line sold by licensee Warson Brands (“Reebok Work”) targets U.S. law-enforcement and military-adjacent buyers through domestic retail channels, with no identified Israel-specific distributor or end-user.3839

Taken together, this evidentiary record - a maintained but contested political sponsorship, an arm’s-length commercial structure with no capital or agricultural exposure, and the near-total absence of military or digital involvement - produces a BRS score of 508 (Tier C, High), driven almost entirely by the Political domain score of 7.80, with Economic contributing modestly and Military and Digital contributing effectively nothing.

Timeline of Relevant Events

DateEvent
1958Reebok founded in Bolton, England, as an offshoot of J.W. Foster and Sons (1895); not an Israeli-founded entity.10
2005–2021Reebok owned by adidas AG; Reebok Israel operated as an 85% (adidas) / 15% (Moliov family) joint venture.28
May 2016A partner announces a limited-edition “Israel 68” sneaker for Israel’s Independence Day; Reebok disavows it the next day as a “one-off initiative from one of our partners” it does not support.24
July 2020Reebok closes five of seven Israel retail stores (two converted to adidas outlets), citing weak demand and COVID-19; shifts to online-only via reebok.co.il.282930
March 2, 2022Authentic Brands Group finalizes its ~$2.5 billion acquisition of Reebok from adidas.1213
September 2022Todd Krinsky appointed President/CEO of Reebok.2312
February 2025Reebok signs a two-year kit-sponsorship deal with the Israel Football Association, succeeding Erreà, PUMA, and Adidas as prior sponsors that each exited under boycott pressure.125
February 17, 2025BDS Movement issues its first “Boycott Reebok” call, warning of an international campaign.2
March 2025Business & Human Rights Resource Centre requests comment from ABG on the sponsorship; no response provided.5
March 11, 2025Reebok added to a BDS France target list.40
September 2025Reports emerge that Reebok sought removal of its logo from IFA jerseys, reportedly amid BDS pressure; Reebok denies directing removal; the IFA publicly criticizes the move.36641
September 30–October 1, 2025Reporting indicates the logo will remain on IFA jerseys following talks involving IFA President Moshe Zuares, Reebok, and local franchisee MGS Group, after the IFA reportedly threatened legal action; BDS Movement characterizes this as Reebok “bowing to Israel’s bullying.”4237
October 18, 2025367 Palestinian sports clubs and associations send a letter to CEO Todd Krinsky and ABG’s board demanding immediate, public withdrawal from the IFA sponsorship.35
November 2025Business & Human Rights Resource Centre again requests comment from ABG; again no response.5
November 22, 2025BDS Movement holds a “Boycott Reebok Global Day of Action,” with actions reported in more than 20 cities.34
2025Galaxy Universal acquires Reebok’s global product creation, sourcing, and U.S. footwear licence; joint venture formed with Batra Group for European operations; SPARC Group assumes certain U.S. operational functions.202122

Corporate Overview

Reebok is a footwear and apparel brand wholly owned and licensed by Authentic Brands Group (ABG), a U.S. brand-management holding company headquartered in New York, following ABG’s ~$2.5 billion acquisition of Reebok from adidas AG, finalized March 2, 2022.1213 ABG is privately held; its institutional investors include BlackRock (via its Long Term Private Capital fund, holding roughly a 15–18% stake since 2019), CVC Capital Partners and HPS Investment Partners (both acquiring additional stakes as of August 2025 at a $12.7 billion enterprise valuation), General Atlantic, and Leonard Green & Partners; Simon Property Group formerly held and later sold a stake for a reported $1.2 billion.141516171819 None of ABG’s disclosed institutional shareholders is Israeli-domiciled.

Operationally, Reebok’s structure was reorganized in 2025: Galaxy Universal acquired Reebok’s global product creation, sourcing, and U.S. footwear licence, absorbing the Boston-based Reebok Design Group; a separate joint venture with Batra Group leads Reebok’s European operations; and SPARC Group took on certain U.S. operational functions, with ABG retaining brand/IP ownership.20211122 In Israel specifically, MGS Group is identified in press reporting as Reebok’s core local operating partner for approximately two decades, having signed a renewed partnership agreement with ABG after the 2022 ownership change; no public evidence identified clarifies whether this is a continuation, successor, or unrelated replacement of the earlier adidas-era Moliov-family joint venture that operated Reebok Israel (85% adidas / 15% Moliov family) until its 2020 store closures.428 No public evidence identified of Reebok or ABG direct capital investment, factories, data centers, logistics hubs, or R&D facilities in Israel or the Occupied Palestinian Territories.

Domain Summaries

Military: Military

Mechanism of Involvement

No public evidence identified of any contract, tender, MOU, or defence-cooperation relationship between Reebok and the Israeli Ministry of Defence, IDF, Israel Prison Service, or Israel Border Police; targeted checks of SIBAT defence-export directories, IMOD tender records, and defence trade press returned no Reebok connection.7 The nearest adjacent activity is licensee Warson Brands’ “Reebok Work”/“Reebok Duty” tactical and duty-footwear line - including AR 670-1-compliant boots - marketed to U.S. law enforcement, postal workers, and military-adjacent buyers through domestic retailers such as Galls, which brands itself Reebok’s “#1 Authorized Dealer” for tactical footwear.383943

Counter-Arguments and Evidence Limits

No Israel-specific distributor, IDF end-user, or Israeli security-force procurement of Reebok/Reebok Work products was identified; no export licence, end-user certificate, or arms-embargo enforcement action tied to Reebok was identified in any jurisdiction. Reebok, ABG, and Warson Brands do not appear in the OHCHR Database of Business Enterprises (updated September 2025) or the Who Profits company database.7328 The company also does not appear in PAX’s June 2024 “Companies Arming Israel” report or Al-Haq’s July 2024 business-and-human-rights booklet.4445

Named Entities and Evidence Map

Digital: Digital

Mechanism of Involvement

No public evidence identified of any licensing, subscription, or integration relationship between Reebok and Israeli-origin cybersecurity or enterprise-technology vendors (Check Point, Wiz, SentinelOne, CyberArk, NICE, Verint, Claroty, Palo Alto Networks).33 A third-party marketing case study by consultancy NULogic claims Reebok uses AWS/Azure cloud infrastructure, but this is a vendor-produced promotional document, not a Reebok/ABG primary disclosure, and names no Israeli vendor.33 Reebok’s privacy policy discloses data-sharing with unnamed “vendors, service providers, contractors, and consultants” without naming specific companies or jurisdictions.46

Counter-Arguments and Evidence Limits

No public evidence identified of Reebok using Israeli-origin facial-recognition, biometric, or retail-surveillance technology (e.g., Trigo, BriefCam, AnyVision/Oosto, Trax); no evidence of Israeli data-centre operations, Project Nimbus participation, or any relationship with Israeli defence, intelligence, or security bodies; no evidence of AI/ML systems trained on or serving Israeli military, security, or occupation-related data. Reebok and ABG are absent from the UN Special Rapporteur’s July 2025 “economy of occupation, economy of genocide” report, which names sectors including military industry, technology, finance, and academia - not apparel/sportswear brands.9 Reebok and ABG likewise do not appear in the “Don’t Buy Into Occupation” 2024/2025 coalition lists.314748

Named Entities and Evidence Map

Economic: Economic

Mechanism of Involvement

Reebok’s economic nexus is limited to standard commercial brand licensing and retail/sponsorship activity. Reebok generates no disclosed Israel-specific revenue segment; global FY2025 revenue was reported at approximately $1.204 billion, with the U.S. generating 62%.49 In Israel, the brand operated seven retail stores through 2020 (adidas-era, 85%/15% Moliov joint venture), five of which closed in July 2020 with two converted to adidas outlets, shifting to an online-only model.282930 Under ABG ownership, MGS Group serves as Reebok’s local operating partner, and the IFA kit sponsorship (signed February 2025) represents the primary current commercial link to Israeli institutions, continuing through at least October–November 2025 per the most recent sourced reporting, notwithstanding internally inconsistent reporting in late September/early October 2025 on whether the sponsorship briefly lapsed.43426

Counter-Arguments and Evidence Limits

No public evidence identified of Reebok direct capital investment, real estate, or R&D facilities in Israel; no agricultural sourcing, settlement-goods mislabeling, or customs-enforcement findings, consistent with the footwear/apparel product category. No public evidence identified of Israeli sovereign-bond holdings, Israeli-company equity holdings, or Israeli-capital control of Reebok or ABG; ABG’s disclosed shareholders (BlackRock, CVC, HPS, General Atlantic, Leonard Green & Partners, founder Jamie Salter) show no Israeli-capital control stake.501617 Reebok is not Israeli-founded (Bolton, England, 1958) and is not headquartered in Israel.1011 Reebok does not appear in the OHCHR settlement-business database or the “Don’t Buy Into Occupation” coalition list.831

Named Entities and Evidence Map

Political: Political

Mechanism of Involvement

Reebok’s primary and best-documented Israel-nexus vector is political: the February 2025 IFA kit sponsorship, signed and maintained after the ICJ’s July 2024 advisory opinion on settlement illegality and the November 2024 ICC arrest warrants.125 BDS Movement’s campaign asserts the IFA’s domestic leagues include six settlement-based clubs - an NGO assertion not independently verified against a primary IFA roster in the underlying audit.2 The company’s only on-record statement is transactional and denial-focused (“we don’t do politics; we do sport”), and ABG did not respond to Business & Human Rights Resource Centre inquiries in March or November 2025.65 By contrast, ABG suspended all Reebok stores and e-commerce in Russia roughly three weeks after the February 2022 invasion of Ukraine and later sold ~100 Russian stores to FLO Retailing, directing donations to UNHCR and the David Beckham UNICEF Fund - a materially more decisive posture than its Israel-Gaza conduct.5152 ABG’s October 2023 statement on the Israel-Hamas war expressed solidarity with “our Jewish community” and condemned terrorism without addressing Palestinian civilian harm, and its donation-matching program named four humanitarian/trauma-relief recipient organizations (Magen David Adom, ERAN, NATAL, Operation Embrace) - not military or settlement bodies.535455

Counter-Arguments and Evidence Limits

Adidas (2018), PUMA (2023/2024), and Erreà (2025, before ever supplying jerseys) each ended their IFA sponsorships under comparable boycott pressure, indicating Reebok inherited a pre-existing, contested sponsorship slot rather than initiating a novel state partnership.25262756 No public evidence identified of Reebok/ABG lobbying activity specific to Israel/Palestine trade or boycott legislation; OpenSecrets records show ABG with $5,484 in 2024 campaign contributions and $0 in reported federal lobbying expenditure.5758 No public evidence identified of donations to IDF-linked funds, FIDF, JNF/KKL, or settlement organizations by Reebok, ABG, or named executives; no public evidence identified of executive statements on the conflict beyond the October 2023 corporate statement. Reebok and ABG do not appear in the OHCHR settlement-business database or the UN Special Rapporteur’s 2025 report.89

Named Entities and Evidence Map

BDS-1000 Score (V4)

DomainIMPV-Domain Score
Military1.000.500.500.01
Digital0.000.000.000.00
Economic3.803.805.501.62
Political7.807.008.007.80

V_MAX is set entirely by Political: the maintained, publicly contested IFA sponsorship - signed after the ICJ’s 2024 advisory opinion and defended through corporate non-response rather than substantive engagement - is the single highest-impact, highest-magnitude, highest-directness documented vector. Economic contributes a modest secondary weight via the historical Israeli retail presence and current MGS Group partnership; Military and Digital contribute effectively nothing, reflecting systematically negative findings across defence contracting, dual-use supply, and technology-vendor relationships. The resulting composite places Reebok in Tier C (High). Scoring follows a scale-free method: Impact (I) reflects the activity type, Magnitude (M) the scale of the documented conduct, and Proximity (P) directness to Israeli state/security/settlement actors; scores were compiled evidence-only from the four domain audits and human-vetted.

Methodology Note

Footnotes

  1. https://www.business-humanrights.org/en/latest-news/israelopt-reebok-signs-sponsorship-deal-with-israel-football-association-accused-of-complicity-in-occupation-of-palestine-by-including-teams-in-illegal-settlements-incl-co-non-response/ 2 3 4 5 6

  2. https://bdsmovement.net/boycott-reebok 2 3 4 5

  3. https://www.nss-sports.com/en/lifestyle/40110/israel-reebok-sponsorship-deal-shirts 2

  4. https://www.nss-sports.com/en/lifestyle/40110/israel-reebok-sponsorship-deal-shirts 2 3 4 5 6 7

  5. https://www.business-humanrights.org/en/latest-news/reeboks-non-response-to-israel-football-association-sponsorship/ 2 3 4 5

  6. https://www.timesofisrael.com/israel-says-reebok-sought-to-remove-its-logo-from-soccer-team-jerseys-company-denies/ 2 3 4 5 6 7 8

  7. https://www.opensanctions.org/datasets/ps_ohchr_settlement/ 2 3 4 5

  8. https://www.ohchr.org/en/press-releases/2025/09/un-human-rights-office-updates-database-businesses-involved-israeli 2 3 4 5 6

  9. https://www.ohchr.org/en/documents/country-reports/ahrc5923-economy-occupation-economy-genocide-report-special-rapporteur 2 3 4

  10. https://www.bolton.gov.uk/news/article/1903/new-exhibition-to-explore-how-reeboks-bolton-roots-run-deep 2 3

  11. https://www.bostonglobe.com/2025/02/19/business/reeboks-us-operation-shoe-design-group-have-new-owner/ 2 3

  12. https://corporate.authentic.com/press-releases/reebok-todd-krinsky-new-ceo 2 3 4 5 6

  13. https://www.adidas-group.com/en/media/press-releases/adidas-to-sell-reebok-to-authentic-brands-group 2 3

  14. https://us.fashionnetwork.com/news/Blackrock-becomes-authentic-brands-largest-shareholder-with-875-million-stake,1128175.html 2 3 4

  15. https://corporate.authentic.com/press-releases/cvc-and-hps-to-acquire-ownership-stakes 2

  16. https://www.cvc.com/media/news/2021/2021-11-22-cvc-fund-viii-and-hps-investment-partners-to-acquire-stakes-in-authentic-brands-group/ 2 3 4

  17. https://www.bloomberg.com/news/articles/2025-01-10/blackrock-is-in-talks-to-sell-stake-in-sperry-owner-authentic-brands-group 2 3 4

  18. https://www.just-style.com/news/authentic-brands-group-sells-us12-7bn-stake-to-private-investment-firms/ 2

  19. https://chainstoreage.com/report-simon-sells-stake-authentic-brands-group-12-billion 2

  20. https://www.prnewswire.com/news-releases/galaxy-universal-acquires-reeboks-global-product-creation-sourcing-and-us-footwear-license-enters-into-joint-venture-to-lead-reebok-european-operations-302380504.html 2 3

  21. https://corporate.authentic.com/press-releases/authentic-galaxy-universal-and-batra-group-reebok 2 3

  22. https://corporate.authentic.com/press-releases/sparc-operations-reebok-us 2 3

  23. https://sgbonline.com/todd-krinsky-new-ceo-reebok/ 2

  24. https://www.timesofisrael.com/reebok-denies-israel-68%E2%80%B2-sneaker-amid-anti-israel-anger/ 2 3

  25. https://www.footyheadlines.com/2025/02/israel-to-sign-kit-deal-with-reebok.html 2 3 4

  26. https://bdsmovement.net/news/puma-no-longer-sponsors-israel-football-association-new-sponsor-errea-notice 2

  27. https://bdsmovement.net/news/errea-lying-about-its-complicity-israels-gaza-genocide-and-apartheid-regime 2

  28. https://en.globes.co.il/en/article-reebok-closing-israel-stores-1001336414 2 3 4 5 6 7

  29. https://www.israelhayom.com/2020/07/29/footwear-giant-reebok-closing-stores-in-israel/ 2 3

  30. https://www.jpost.com/israel-news/reebok-to-close-all-israel-stores-focus-on-online-sales-635633 2 3

  31. https://dontbuyintooccupation.org/reports/dont-buy-into-occupation-report-2024/ 2 3 4

  32. https://whoprofits.org/companies/?search=Reebok 2

  33. https://www.nulogic.io/projects/reebok-cloud-infrastructure 2 3 4

  34. https://bdsmovement.net/news/join-boycott-reebok-global-day-action-nov-22 2 3

  35. https://bdsmovement.net/news/367-palestinian-sports-clubs-call-boycott-reebok 2 3

  36. https://www.timesofisrael.com/liveblog_entry/reebok-said-to-backtrack-after-demanding-its-logo-taken-off-israels-soccer-uniforms/ 2 3

  37. https://www.upi.com/Top_News/World-News/2025/09/30/reebok-israel-soccer/7421759266699/ 2 3

  38. https://reebokwork.com/about/ 2 3

  39. https://reebokwork.com/job/military-law-enforcement/ 2 3

  40. https://x.com/Campagnebds/status/1899517399550070790

  41. https://www.ynetnews.com/sport/article/r1snbxfnle

  42. https://bdsmovement.net/news/reebok-bows-israels-bullying-proudly-continues-complicity-israels-crimes-against 2 3 4

  43. https://www.galls.com/brands/reebok 2

  44. https://paxforpeace.nl/wp-content/uploads/sites/2/2024/06/The-Companies-Arming-Israel-and-Their-Financiers-June-2024.pdf 2

  45. https://www.alhaq.org/cached_uploads/download/2024/07/04/business-and-human-rights-booklet-1720077751.pdf

  46. https://www.reebok.com/pages/privacy-policy

  47. https://paxvoorvrede.nl/publicaties/dont-buy-into-occupation-2024/

  48. https://profundo.nl/projects/don-t-buy-into-occupation-november-2025/

  49. https://www.statista.com/statistics/268422/net-sales-of-the-reebok-brand-worldwide-since-2006/

  50. https://www.sec.gov/Archives/edgar/data/1666054/000110465921089494/tm2114913-5_s1.htm

  51. https://sourcingjournal.com/footwear/footwear-business/reebok-suspends-operations-russia-us-house-votes-end-normal-trade-relations-334738/

  52. https://www.businessoffashion.com/news/global-markets/turkeys-flo-in-talks-to-take-over-reeboks-stores-in-russia/

  53. https://wwd.com/business-news/markets/fashion-companies-humanitarian-donations-israel-hamas-war-1235876757/

  54. https://www.algemeiner.com/2023/10/18/chanel-tory-burch-others-fashion-donate-help-israelis-impacted-hamas-war/

  55. https://luxus-plus.com/en/fashion-brands-are-providing-assistance-to-the-victims-of-the-hamas-israel-conflict/

  56. https://bdsmovement.net/news/israel-football-association-loses-yet-another-sponsor

  57. https://www.opensecrets.org/orgs/authentic-brands-group/summary?id=D000067270

  58. https://www.opensecrets.org/orgs/authentic-brands-group/totals?id=D000067270

  59. https://en.wikipedia.org/wiki/Nautica