New York, NY and London, UK – Today, Reebok, the iconic and irreverent sports culture brand and professional footballer Duśan Vlahović announce a long-term partnership. As the latest tentpole in Reebok’s long-term strategy of reclaiming its position in team Sport, the signing of Vlahović marks the brand’s resurgence into global football.

Coming in summer 2026, Reebok will tap Vlahović as the official face of Reebok Football apparel and footwear offerings, including the introduction of the Sidewinder – the brand’s new on-field performance football boot.

“I’m proud to join Reebok as it returns to the pitch and reclaims its position in football,” said Duśan Vlahović. “Reebok has an incredible heritage in sports and I’m excited to see what we can do together to elevate Reebok Football for a new generation of athletes.”

As one of Europe’s top forwards, the Serbian striker is known for his physical dominance, technical skill, and fearless attitude. Notable achievements including Serie A Best Striker (2023-24), Serie A Team of the Year (2023-24), and Serbian Footballer of the Year (2024). The latest athlete to join Reebok’s growing global roster, Vlahović embodies the brand’s key values of individuality, passion, and purpose that evolves sport beyond the field and across culture.

“Football is deeply rooted in Reebok’s heritage, and it is central to our future. As we continue to rebuild our presence in team sports, partnering with an elite talent like Dušan signals our commitment to competing at the highest level. This is about honoring where we’ve been while boldly shaping where we’re going,” said Todd Krinsky, CEO of Reebok.

As a Reebok athlete, Vlahović will also be seen training in the brand’s premier performance offerings including the Nano X5 Edge Training Shoes and FloatZig 2 Running Shoes. Ahead of the FW26 Performance Football launch, fans can shop Vlahović’s go-to training gear on Reebok.com.

“Bringing Dušan to Reebok underscores our long-term vision for the brand. From the outset, our strategy has focused on reigniting Reebok’s authority in sport through deliberate investments in product, athletes, and global partnerships. This move reinforces our commitment to elevating Reebok back to the forefront of performance and culture,” said Steve Robaire, EVP of Reebok at Authentic Brands Group, the brand’s owner.

About Reebok
Reebok is an iconic and irreverent sports culture brand with a rich and storied fitness heritage dating back to 1895. Founded on athletic footwear​ that changed the direction of sport, Reebok continues to introduce innovations that propel the industry forward. Today, Reebok sits at the intersection of active, lifestyle and sport, offering high quality and modern styles that are adaptable for every occasion. The brand strives to deliver every athlete, from professionals to enthusiasts, with the opportunity, products and inspiration to reach their full potential. Reebok currently operates in 80 countries with approximately 400 freestanding stores around the world. For more information, visit Reebok.com or, for the latest news at News.Reebok.com. Discover Reebok on Instagram, Twitter and YouTube.