Reebok in Brand Partnership with Generation Joy

Reebok has announced a partnership with Generation Joy, a wellness company aiming to revolutionize sports nutrition by delivering high-quality, effective and research-backed products, to launch innovative performance and nutritional products. Through this partnership, Generation Joy will distribute Reebok-branded protein & collagen, vitamins, pre & post-workout supplements and hydration supplements in the U.S. and Canada.

“A performance line of nutritional supplements is a natural extension for Reebok, reinforcing its commitment to sports and wellness,” said Steve Robaire, EVP of Reebok at Authentic. “We look forward to delivering products that inspire and support our customers’ fitness journeys together with Generation Joy.”

The partnership combines Reebok’s long-standing legacy in the fitness space and Generation Joy’s expertise in the nutrition market. Designed to cater to a broad audience, from committed gym-goers to the wellness-obsessed and weekend warriors, the products aim to simplify the customer experience with an easy system of nutritional items to support their fitness needs.

“We’re thrilled to join forces with Reebok to ignite a movement towards healthier, more active lifestyles,” said Laura Dweck, President at Generation Joy. “Building on Reebok’s legacy of sport and fitness excellence, we’ve formulated a disruptive performance system that fuels fitness from within. Not only did we create products informed by cutting edge data, but they taste amazing too.”

The product line will feature a variety of offerings tailored to meet the diverse needs of consumers, including nutritional supplements crafted to enhance endurance and recovery. Each product is designed with quality and functionality in mind, ensuring that customers can perform at their best, both in and out of the gym.

The new product assortment will be available for purchase across key department stores, specialty retailers and online.