Reebok Returns to English Football with Charlton Athletic Kit Partnership.

Roger Hampel

Photo Credit: Charlton Athletic 

Charlton Athletic has confirmed a new multi-year partnership with global sportswear brand Reebok, which will serve as the club’s official kit supplier beginning with the 2025/26 season. The agreement marks Reebok’s return to the English football teamwear space and positions the brand as a key partner in Charlton’s efforts to rebuild both on and off the pitch.

While details of the financial terms were not disclosed, both parties have framed the deal as strategic — aimed at reinforcing Charlton’s identity while giving Reebok a platform to reassert itself in football apparel after years of relative absence in European teamwear.

A Heritage Club Meets a Brand Seeking Revival

The collaboration comes at a moment when Charlton, with a well-documented legacy in English football, is looking to accelerate its growth and performance trajectory following a period of institutional reset. The club’s Board member Ed Warrick made clear that the alignment between Charlton and Reebok goes beyond logo placement:

“We’re delighted to welcome Reebok to the Charlton 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, we’re delighted to be partnering with a global sports brand and we look forward to building a lasting legacy together.”

The partnership includes full kit supply for the first team, academy, and fan merchandise lines — with launches set for summer 2025 ahead of the new campaign.

Reebok’s Intent: Rebuilding Relevance in Football Charlton Athletic Reebok

For Reebok, the deal is part of a broader effort to rebuild brand presence within European team sports, particularly football — a category where the company was once a major player, outfitting clubs like Liverpool, Manchester City, and Bolton Wanderers in the early 2000s.

Now operating through Sports Hub Brands, Reebok’s UK teamwear licensee, the brand is returning to professional football with a different market approach. According to John Carden, CEO of Sports Hub Brands:

“Charlton Athletic 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.”

The move mirrors a broader trend of legacy sports brands revisiting club partnerships to gain cultural relevance and on-field visibility in key football markets.