Evenflow Brands wins Reebok licence for fitness and adventure accessories in India

Evenflow will manufacture, market and distribute Reebok adventure, fitness, recovery and inflatables products in India. The range is expected to launch across e-commerce and retail channels in coming months, complementing ABFRL’s existing Reebok footwear and apparel licence.

— Source publishedMon, 7 Sept, 2026, 17:53 IST·First seen Mon, 7 Sept, 2026, 17:55 IST·Source YourStory · Capital

What happened

Evenflow Brands secured a Reebok licence from Authentic Brands Group to manufacture, market and distribute adventure, fitness accessories, recovery and

Key facts

  • Evenflow Brands was founded in 2021
  • Authentic Brands Group has more than 50 brands
  • Authentic operates through over 1,700 licensees across 150 countries
  • Reebok is present in 80 countries
  • Reebok has roughly 400 standalone stores worldwide
  • ABFRL signed its Reebok licence in December 2021

Why this matters

Evenflow’s Reebok partnership signals a route to scale branded sports-accessories portfolios in India, while ABFRL gains a complementary category extension without adding operating complexity.

What to watch

  • Launch timing, SKU count and advertised price architecture across Amazon, Flipkart, Myntra, Nykaa Fashion and Reebok-owned channels.
  • Whether ABFRL and Evenflow announce joint campaigns, bundled offers or shared retail merchandising.
  • Presence of higher-margin recovery electronics, technical adventure products and licensed children/family inflatables versus basic commodity accessories.
  • Early marketplace ratings, return rates, warranty complaints and repeat purchase indicators.
  • Expansion into Decathlon-adjacent categories such as camping, hiking, cycling or water-sports accessories.
  • Additional Reebok India licensing deals that either fill category gaps or further fragment ownership.
  • Launch a tightly edited hero assortment in high-frequency categories such as resistance bands, yoga mats, gym gloves, foam rollers, massage guns, hydration and travel-ready outdoor accessories.
  • Bundle accessories with ABFRL-linked Reebok footwear and apparel through coordinated marketplace storefronts, seasonal campaigns and retail shop-in-shops.
  • Use athlete, trainer and fitness-creator partnerships to position products around workout outcomes rather than logo-led commodity accessories.
  • Prioritize quality-control, warranty and replacement standards, especially for recovery devices, inflatables and load-bearing fitness products.
  • Test offline placement in sporting-goods chains, gym networks and high-traffic department stores after validating online sell-through.

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