Reebok Intros Nano X5 Training Shoes as it Steps into New Era
Reebok owner Authentic Brands Group is reportedly considering an IPO as its founder and CEO says Reebok can become one of the strongest athletic brands in the world
Reebok is set to launch a fresh pair of gym shoes next month—the Nano X5 Training Shoes—celebrating the 15th anniversary of the “Official Shoe of Fitness” that enhances performance support in all areas, from heavy lifts to running.
In addition to a performance comfort collar that ensures a locked-in fit, the Nano X5 offers extra attention to the midsole and outsole, providing cushioning, stability and increased flexibility.
“The Nano X5 celebrates Reebok’s continued commitment to innovation, championing the athlete, and creating the best training shoe on the market,” Reebok product director Tal Short said. “In creating the Nano X5, we looked to our legacy in training and listened to our valued customers’ feedback to create the most comfortable Nano of all time, without compromising on performance.”
The sneaker and apparel brand has tapped fitness influencers Sydney Adams King and Quinn Welychka for a global marketing campaign that highlights the versatility of the Nano X5.
The new kicks will launch on January 24, 2025 on Reebok.com and at select retailers worldwide in a range of color options across women’s and unisex versions, starting at $140.
Authentic Brands Group, a privately held company, acquired Reebok from Adidas in 2022. The group–which owns a multitude of apparel and entertainment brands– is reportedly mulling an IPO.
“Our goal was to get Reebok to $5 billion within three years,” Authentic Brands Group founder and CEO Jamie Salter said in January. “We are now a year into Reebok — we finished last year with $5 billion. And our goal now is to get Reebok within the next three years to $10 billion in retail revenue. And I think it just proves that, look, Reebok was always a great brand. Adidas did exactly what Adidas probably should have done, which was they used all the sort of research, technology to really make Adidas a much stronger brand in the United States at the cost of Reebok. So now, look, it’s Reebok’s turn to now go back and make Reebok one of the strongest athletic brands in the world.”
Meanwhile, Nike, which has experienced slumping sales, appointed Elliot Hill as its new president and CEO in October. The activewear brand is slated to report its Q2 2025 earnings on December 19.
