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Reebok ‘back in team sports’

Published: 13th Oct 2025
Author: Tony Dickson - S&V Editor

Cape Town, W. Cape, SA – Reebok is returning to sport, “and that’s the big news about the brand”, according to Peter-John ‘PJ’ Morilly, Reebok head of brand and sales at Bounty Apparel.

Globally, Reebok belongs to Authentic Brands Group, which bought it from Adidas in 2022, and shortly thereafter appointed the Bounty Brands Group subsidiary as its Southern Africa distributor.

“In the early 2000s Reebok was taken out of team sports to specialise in fitness, with CrossFit being a key authenticator in the space,” he said. “Reebok has a rich sports heritage in team sports like basketball and football, categories which can yield big commercial returns. The transition from subsidiary to distributor hasn’t been easy, but the confidence in the marketplace for the brand is back.”

He said it was already in basketball, golf and padel, and that it would launch football in 2026 Q3 and tennis in Q4. “From a local point of view, we’ll pursue football, rugby and basketball as grassroots level.”

Morilly headed the brand at Adidas SA. Thereafter he spent 2 years in Dubai before returning to head up Reebok at Bounty. 

Tags: Peter-John Morilly, Reebok, Bounty Apparel

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