Strategic partnership unites a global sportswear icon with India’s most passionate football region, fuelling a new era of sporting culture and grassroots ambition.
National | July 11, 2025 – In a move that signals its ambitious return to the global football stage, Reebok has announced a strategic partnership with NorthEast United Football Club (NEUFC)—the reigning 2024 Durand Cup champions and a powerhouse of Indian football. The club, owned by actor-producer and sports enthusiast John Abraham, embodies the spirit and pride of the eight North-Eastern states of India.
Reebok, part of Aditya Birla Fashion and Retail Ltd. in India, is reigniting its sporting legacy by aligning with clubs that carry deep community ties and cultural resonance. This new alliance with NEUFC follows recent partnerships with Botafogo (Brazil) and Charlton Athletic (UK), as the brand builds on its renewed global commitment to football.
“This isn’t just about branding—it’s about building a purpose-led ecosystem that inspires the next generation of athletes,” a Reebok spokesperson shared. “NorthEast United FC mirrors our core values—passion, resilience, and unity.”
Founded in 2014, NEUFC is more than just a football club; it is a regional movement representing Arunachal Pradesh, Assam, Manipur, Meghalaya, Mizoram, Nagaland, Sikkim, and Tripura. With a loyal and fervent fan base, the club serves as a cultural bridge and beacon of opportunity for footballing talent from the Northeast.
As part of the partnership, Reebok is expected to outfit NEUFC players, offer performance gear and merchandise, and collaborate on community-level initiatives that support youth and grassroots sports in the region. The alliance is also set to amplify fan engagement across on-ground and digital platforms.
“This collaboration with Reebok aligns perfectly with our vision for NEUFC—to make football not just a sport, but a vehicle for regional empowerment and national pride,” said John Abraham, owner of NEUFC.
With this milestone, Reebok sets the tone for its next play in India’s fast-growing sports ecosystem—one where performance meets passion, and legacy meets future.