Reebok, the renowned athletic brand, is expanding its reach into the emerging world of sports nutrition with the new Reebok Performance System.
Developed in partnership with Generation Joy, the parent company of Shore Magic, this line of sports nutrition and performance supplements is designed to provide fitness enthusiasts with a streamlined and effective approach to achieving their health and wellness goals. The collection consists of three core products: Reenergize, a pre-workout and creatine blend; Reecover, a hydrating electrolyte and amino acid formula; and Reebuild, a whey protein and collagen powder. Each product is available in a variety of enticing flavors, such as Rocket Moon Pop and Watermelon Crush, reflecting Reebok’s playful yet performance-driven ethos.
This project reinforces Reebok’s commitment to holistic well-being. Steve Robaire, Executive Vice President of Reebok at Authentic, articulated the brand’s vision: “A performance line of nutritional supplements is a natural extension for Reebok, reinforcing its commitment to sports and wellness. We look forward to delivering products that inspire and support our customers’ fitness journeys together with Generation Joy.”
The collaboration between Reebok and Generation Joy was born out of a mutual recognition of the often overwhelming sports nutrition landscape. Generation Joy President Laura Dweck highlighted the impetus behind the project: “We sought to cut through that noise, to develop an easy system of three potent nutrition supplements to support fitness needs.“
The Reebok Performance System is characterized by a multi-faceted approach to formulation. Dweck explained this philosophy: “The way we approached it was going at it with a multipurpose approach, so every single product has a multipurpose benefit to level up the value of each stand-alone.” For example, Reebuild combines the muscle-building properties of whey protein with the joint and skin health benefits of collagen. Similarly, Reenergize offers not only the instant energy boost of 200 milligrams of green tea-derived caffeine, but also the muscle recovery support of creatine.
This attention to detail extends throughout the product line. Dweck highlighted the rigorous development process: “The whole line was formulated with athletes, nutritionists and scientists to inform the highest quality product.” This commitment to science ensures that the supplements address a wide range of fitness goals and experience levels.
Looking ahead, Dweck noted that the team is actively researching emerging trends in sports and fitness and intends to expand the Reebok Performance System accordingly. This launch follows several other notable developments for Reebok, including a Halloween-themed sneaker collaboration with Universal Monsters, the release of the FloatZig 1 running shoe and a second collaboration with activewear brand Set Active.
The Reebok Performance System is currently available online and at select department and specialty stores in the United States and Canada.
