Reebok Signs On as Official Partner for Xenom London

The global sportswear giant is the latest major brand to tap into the booming competitive fitness space, joining the likes of Puma and Nike

Reebok is the latest brand to bet on the competitive-fitness boom, becoming the official apparel and footwear partner for Xenom London, taking place at the end of this month.

Every athlete competing in the London event will receive a custom co-branded Reebok technical t-shirt, while a pair of Reebok Nano training shoes will go to all judges and volunteers. Additionally, participants can purchase Reebok footwear throughout the event at the Xenom x WIT retail store, with WIT being the official retail partner for the event.

“For decades, Reebok has helped shape fitness culture around the world, earning its place as one of the most respected names in performance training,” said Xenom founder Keith Barlow.

“As Xenom continues to redefine competitive fitness, partnering with a brand that shares our commitment to innovation and performance is a natural fit,” Barlow added. “We’re proud to welcome Reebok to Xenom London, and I’ll personally be wearing the Nano X5 as I compete and train for the event.”

Backed by $15 million in funding from Jeffrey Katzenberg’s firm Wndr, Xenom is coming off of its debut “decathlon of fitness” event this past June in Texas. The event drew nearly 400 athletes, with $75,000 in prize money awarded and major sponsors and brand partners like Rogue, Gatorade and Yeti taking part.

“Xenom has created an exciting new format that reflects how today’s athletes train and compete,” said Reebok vice president Mark Walden. “Its blend of strength, endurance and skill aligns perfectly with the versatility our footwear and apparel are designed to support. We’re proud to partner with Xenom London and look forward to equipping athletes, judges and volunteers with products built to perform throughout every stage of the competition.”

Other major footwear and apparel brands are taking notice of the growing interest in competitive fitness, too.

Puma has served as the longtime footwear and apparel partner for Hyrox, while Nike recently launched its own line of hybrid-fitness shoes designed for events like Xenom and Hyrox. Nike has taken its investment a step further, sponsoring athletes at the professional level who dominated at this year’s Hyrox World Championships.