Authentic Brands Group China confirmed to Jiemian News that Xinrui Sports has been appointed as the new operating partner for Reebok in mainland China, Hong Kong and Macau but declined to disclose further details about the company. Authentic typically operates its brands through licensing and distribution partners rather than directly running retail operations.
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Nature, Published online: 25 February 2026; doi:10.1038/d41586-026-00563-3