Reebok Partners with Generation Joy on Sports Nutrition and Performance Line - Licensing International

New York, NY – Reebok, today announced a partnership with Generation Joy, a wellness company aiming to revolutionize sports nutrition by delivering high-quality, effective and research-backed products, to launch innovative performance and nutritional products. Through this partnership, Generation Joy will distribute Reebok-branded protein & collagen, vitamins, pre & post-workout supplements and hydration supplements in the U.S. and Canada.

“A performance line of nutritional supplements is a natural extension for Reebok, reinforcing its commitment to sports and wellness,” said Steve Robaire, EVP of Reebok at Authentic. “We look forward to delivering products that inspire and support our customers’ fitness journeys together with Generation Joy.”

The partnership combines Reebok’s long-standing legacy in the fitness space and Generation Joy’s expertise in the nutrition market. Designed to cater to a broad audience, from committed gym-goers to the wellness-obsessed and weekend warriors, the products aim to simplify the customer experience with an easy system of nutritional items to support their fitness needs.

“We’re thrilled to join forces with Reebok to ignite a movement towards healthier, more active lifestyles,” said Laura Dweck, President at Generation Joy. “Building on Reebok’s legacy of sport and fitness excellence, we’ve formulated a disruptive performance system that fuels fitness from within. Not only did we create products informed by cutting edge data, but they taste amazing too.”

The product line will feature a variety of offerings tailored to meet the diverse needs of consumers, including nutritional supplements crafted to enhance endurance and recovery. Each product is designed with quality and functionality in mind, ensuring that customers can perform at their best, both in and out of the gym.

The new product assortment will be available for purchase across key department stores, specialty retailers and online.

About ReebokReebok is an iconic and irreverent sports culture brand with a rich and storied fitness heritage dating back to 1895. Founded on athletic footwear​ that changed the direction of sport, Reebok continues to introduce innovations that propel the industry forward. Today, Reebok sits at the intersection of active, lifestyle and sport, offering high quality and modern styles that are adaptable for every occasion. The brand strives to deliver every athlete, from professionals to enthusiasts, with the opportunity, products and inspiration to reach their full potential. Reebok currently operates in 80 countries with approximately 400 freestanding stores around the world.

For more information, visit Reebok.com or, for the latest news at News.Reebok.com. Discover Reebok on Instagram, X and Youtube.

About Generation JoyGeneration Joy has been a pioneering force in the wellness and beauty industry since 2016. Known as the gold standard of wellness from the inside out in the luxury beauty space, the company is built on a foundation of integrity, clean and pure sourcing, and a steadfast commitment to efficacy rooted in science.

Their mission-driven and heart-centered approach, focusing on customer wellness, has enabled them to form partnerships with luxury retail giants and earn a loyal customer base. This dedication to quality and innovation has garnered numerous awards and a celebrity following, solidifying Generation Joy’s position as a leader in the supplement industry.