Athletics brand Reebok has announced that it will open its new European headquarters in London, with Marc Le Roux becoming chief executive of Reebok Europe.

Le Roux has extensive experience in the sportswear industry, having worked at rival brand adidas in a variety of senior roles for 15 years, including as senior vice president brand.

The new European hub will be a strategic command centre dedicated to supporting Reebok’s longstanding network of regional partners, retailers, and consumers.

The headquarters will serve as both a commercial engine and a creative hub and will work closely with the Boston-based Reebok Design Hub.

Reebok, which is owned by US brand management company Authentic, said the new hub is designed to accelerate retail expansion, strengthen performance and women’s categories, as well as deepen Reebok’s cultural footprint leading to long-term growth in Europe.

The office reflects Authentic and GB Brands’ , which oversees all operational aspects of Reebok in the UK, commitment to locally led strategy and long-term growth in Europe.

Reebok currently operates in 80 countries with approximately 400 freestanding stores around the world.

Le Roux will take over the chief executive role from Steve Robaire, who will now take on an advisory position within Authentic.

“Europe has always been at the heart of Reebok’s story, and this new office represents both a homecoming and a forward-looking investment,” said Steve Robaire, EVP of Reebok at Authentic. “We’re building a team and a space to reignite Reebok’s legacy in sport while connecting authentically with today’s culture and consumers.

“Alongside our new home, we’re proud to welcome Marc Le Roux as the new chief executive of Reebok Europe, whose leadership will be instrumental in expanding the brand’s regional footprint.”

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