In this newly established role, Robaire will spearhead the expansion of Reebok across international territories, focusing on developing new business opportunities and implementing a strategy that leverages the brand heritage and prestige to drive sales and growth. He will be the first point of contact for Reebok’s international partners to ensure efficient actionable movement in the fast-changing global environment, the company said in a media statement.

Robaire brings nearly 15 years of experience in brand licensing, sales and marketing. The majority of his career has been at Reebok, where he held various positions of increasing seniority around the world, including Amsterdam, Paris and Boston. Most recently, he served as VP/GM of Reebok in the Greater China region.

“Robaire’s track record in growing Reebok’s market share and sales growth in Greater China and Europe makes him an excellent leader for driving Reebok’s business across all international markets. There’s an incredible appetite for the brand across key markets, and with Robaire leading the charge, we are primed for success,” Weber, said in a statement.

“I am honoured to join the ABG family and continue my long-standing relationship with the brand. Reebok is an iconic, world-renowned brand that creates and delivers superior products. I am thrilled to join ABG’s talented leaders and teams to drive expansion across key regions,” Robaire, said.

Fibre2Fashion News Desk (GK)