Reebok Launches Sports Performance Supplement Collection

Reebok is getting into the supplement game.

Tuesday, the athletic brand is launching Reebok Performance System in partnership with Generation Joy, parent company of ingestible brand Shore Magic. The line includes Reenergize, $35, a pre-workout and creatine powder; Reecover, $38, a hydrating powder with electrolytes and amino acids, and Reebuild, $45, a whey protein and collagen powder, all in a variety of flavors like Rocket Moon Pop and Watermelon Crush — each product name plays off of Reebok. The company did not share expected sales figures for the launch.

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

According to the team, this launch is an opportunity for Reebok to round out its sports and fitness offering. In addition, the Generation Joy team, who developed the products, found the sports nutrition aisle was crowded and confusing.

“We sought to cut through that noise, to develop an easy system of three potent nutrition supplements to support fitness needs,” said Generation Joy president Laura Dweck. “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, the protein powder combines whey with collagen for added muscle growth and overall health benefits, while the pre-workout includes 200 milligrams of caffeine from green tea for an energy boost but also creatine for recovery purposes.

“The whole line was formulated with athletes, nutritionists and scientists to inform the highest quality product,” said Dweck, adding that the line can cater to a range of fitness enthusiasts based on their goals.

Dweck also said that the team is currently eyeing other sports and fitness trends and plans to grow the collection. This launch follows several updates for the brand including its new sneakers in collaboration with Universal Monsters just in time for Halloween, the release of its FloatZig 1 running shoe in April and its second collaborative drop with activewear brand Set Active.

According to the company, the collection will be available online, at select department stores and specialty retailers in the United States and Canada.