Iconic sports brand returns to English football for first time in 13 years as Championship side announce partnership

REEBOK has made a sensational return to the English football market for the first time in 13 YEARS.

Newly promoted Championship side Charlton has announced a new partnership with the global sports brand.

Newly promoted Championship side Charlton has announced a new partnership with Reebok

As part of the multi-year agreement, Reebok will serve as Charlton’s official kit supplier.

It therefore brings an end to Charlton’s association with Castore, who had produced the club’s kits since 2022.

CEO of Sports Hub Brands, Reebok’s UK licensee, John Carden said: “Charlton has a rich footballing legacy.

“And an incredibly passionate fanbase. At Reebok, we share this deep-rooted appreciation for history and the drive to innovate.

“This partnership marks an exciting step forward in our mission to reclaim our place in team sports, bringing our unique vision and craftsmanship to the pitch.”

Reebok’s last appearance in the EFL came more than a decade ago with Bolton – the Greater Manchester town where the brand was originally formed in 1895.

Charlton, who celebrated promotion after beating Leyton Orient 1-0 in the League One play-off final at Wembley, announced the deal with a short red-tinted video on X on Sunday.

Addicks fans can expect the new kits to be available for purchase ahead of the 2025/26 season.

Reebok’s last appearance in the EFL came more than a decade ago with Bolton

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The now American-owned footwear and clothing company began working with Bolton in the 90s.

Like Charlton, Bolton welcomed Reebok weeks after winning promotion back to the Premier League in the 1996-97 season.

Between 1997 and 2012 their partnership encompassed shirt sponsorship, kit manufacture and stadium naming rights.

It was the longest kit partnership in English football history, before it abruptly ended in 2014.

Bolton’s kit manufacturer then changed to Italian sportswear brand Macron, who became stadium sponsors for four years.

Charlton Board member Ed Warrick added: “We’re delighted to welcome Reebok to our family.

“Their commitment to performance, culture, and innovation aligns perfectly with our club values. 

“Our fans are going to love what Reebok has created, and as we step up a level on the pitch and we look forward to building a lasting legacy together.”

Jay Jay Okocha wearing Reebok in 2006