page_title: Reebok
section_title: Europe
hierarchical_section_title: Reebok / Endorsements / Europe
caption_attribution_description: Reebok Stadium
context_page_description: Reebok International Limited is a British-American footwear and apparel company founded in Bolton, and based in Boston and headquartered both in UK and US. Since 2005, the company has been a subsidiary of German sporting goods giant Adidas. Reebok produces and distributes fitness, running and CrossFit sportswear including clothing and footwear. It is the official footwear and apparel sponsor for Ultimate Fighting Championship, CrossFit, and Spartan Race.
  In 1958, Reebok was established as a companion company to J.W. Foster and Sons, founded in 1895 in Bolton, Lancashire, England. From 1958 until 1986, all Reebok apparel featured the Union Flag to signify the company's British origins.
  The company's global headquarters are located in Boston, Massachusetts, U.S., with regional offices in Amsterdam, Montreal, Hong Kong, and Mexico City.
  In November 2016, Reebok announced it would be moving its headquarters from the Boston suburb of Canton to the innovation and design building in the seaport district of South Boston.
context_section_description: The company maintained its relationship with its origins in the UK through a long-term sponsorship deal with Bolton Wanderers, a Championship football club, however, in 2009, Bolton changed their sponsorship to 188bet. When the team moved to a brand new ground in the late-1990s, their new home was named the Reebok Stadium.
  Several other English clubs, such as Liverpool F.C.,  had Reebok sponsorship deals up until the purchase by Adidas, but most have since switched to either the parent brand (which has a long history in football) or another company altogether. In April 2014, Bolton Wanderers officially announced the Reebok Stadium would be officially rebranded in a new sponsorship deal with sportswear manufacturer Macron, who will manufacture the club's kits and sponsor the stadium under the name Macron Stadium in a four-year deal announced by the club's chairman, Phil Gartside. In Germany, Reebok sponsored football club 1. FC Köln.
  In rugby union, Reebok sponsored the Wales national team until late 2008, who won the Grand Slam in the Six Nations Championship in that year, and the Tasman Makos in New Zealand's domestic competition, the Air New Zealand Cup.
  In 2006, Arsenal and France national team striker Thierry Henry signed a deal to join the "I Am What I Am" campaign on August 1, 2006. Manchester United winger Ryan Giggs has also done "I Am What I Am" commercials. Andriy Shevchenko started his endorsement deal with the company in 2006.
caption: Reebok logo on the seating of what was then Reebok Stadium (now University of Bolton stadium) in the founder's home town of Bolton, England
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