Tom Wilson is officially a partner with Reebok after signing an endorsement deal with the brand earlier this year. Wilson announced the collab on March 31, a week before he earned the primary assist on Alex Ovechkin’s record-breaking 895th career goal.
“Officially a part of team @reebok! Excited to bring RBK back to the rink,” Wilson wrote on his Instagram page that has 220,000 followers.
Reebok and Authentic Brands Group, the parent company that now owns Reebok, queued up posts of their own, calling Wilson the brand’s “newest ambassador.”
When RMNB reached out to Reebok about why the company decided to work with Wilson, a company representative cited many of the qualities that make the 31-year-old power forward such a beloved player with his Capitals teammates and fans.
Reebok’s return to sport is about championing athletes who embody unrelenting drive, making Tom Wilson the perfect addition to the brand. As one of professional hockey’s toughest and most dynamic players, he represents the resilience, intensity, and commitment that Reebok is known for.
This season, Wilson continues to be a powerhouse for the Washington Capitals, bringing both physicality and skill to every shift. Known for his imposing presence on the ice and unwavering dedication to his team, he remains a critical leader and standout performer in the NHL. His remarkable ability to bounce back from injuries and maintain peak performance further underscores his alignment with Reebok’s values of perseverance and excellence.
Wilson’s dominance on the ice is matched by his dedication to training, making him the ideal athlete to showcase Reebok’s in-line assortment. Whether he’s pushing his limits in the gym or enhancing his conditioning during off-ice drills, Wilson’s approach to preparation is a testament to his relentless work ethic.
Wilson participated in a photoshop for the brand at MedStar Capitals Iceplex to kick off the relationship, wearing athletic footwear and off-ice training apparel. His favorite Reebok gear, according to the rep, includes the FloatZig 1, the Nano X5, the training tech t-shirt, and strength hoodie.
Since the agreement was signed, Wilson has worn a navy blue Reebok undershirt during games that featured his number 43 on the chest, noticeably shedding his Warroad gear.
“I never had like a deal with Warroad, an endorsement deal or anything with them,” Wilson explained to RMNB. “I just like their product and obviously Osh (TJ Oshie) is one of my best friends.”
Away from the rink, Wilson’s been spotted wearing lifestyle gear, including different-colored Reebok Hockey hats at press conferences.
“They’re trying to make a bit of a push to get back into sports,” Wilson said. “They’ve been getting some guys from different sports and different leagues and trying to bring the brand back a little bit. Reebok used to be in hockey. It’s not anymore. It just seemed like a good fit to be able to bring it back to the rink and obviously a great product that I’m more than happy to wear and help me with my stuff.”
Combining his good looks with his “unicorn-like” production on the ice, Wilson has become one of the most marketable players in the NHL and worked with some huge brands. In the past, Wilson has repped Little Caesar’s, Philips razors, Paisano’s Pizza, WMATA/Metro, Indochino, and Sport Chevrolet. Wilson has also done autograph signings at Giant Food.
On Instagram, Reebok used the hashtag, #SportIsEverything, while promoting their partnership with Wilson. The phrase is Reebok’s brand anthem that was first announced to the public in November and the focus of a 60-second TV spot.
While Reebok’s current footprint in hockey is small, the brand’s history with the NHL is vast. Reebok was previously the NHL’s official supplier of performance clothing and training footwear and the league’s on-ice jersey supplier from 2007 through 2017.
After that decade-long deal ended, Adidas, who purchased Reebok for $3.8 billion in 2006, took over Reebok’s NHL relationship during the 2017-18 season. The Reebok brand then refocused on the fitness crowd, trying to gain influence with athletes who participated in sports like CrossFit and Spartan Races.
In 2021, Adidas sold Reebok to the US firm Authentic Brands Group for $2.5 billion. The company owns a variety of brands in its vast portfolio, including Juicy Couture, Nautica, Sports Illustrated, and Van Heusen. In turn, ABG partners with other companies to license and merchandise those brands it owns.
Reebok, which had contracts with all four major US sports in the decades prior, immediately tried to regain influence in sports, naming Shaquille O’Neal and Allen Iverson to executive leadership roles for its basketball division. Since then, Reebok has continued to sign marquee athletes and partners, including women’s basketball players DiJonai Carrington and Angel Reese; golf star Bryson DeChambeau; world champion boxer Shakur Stevenson; and New York Jets quarterback Justin Fields.
“Wilson’s collaboration with Reebok highlights the brand’s renewed focus on sport and performance,” a Reebok rep said. “The campaign taps into hockey’s passionate fanbase while amplifying Wilson’s on-ice intensity and off-ice style. His presence brings fresh energy to the brand, reinforcing Reebok’s commitment to supporting athletes at every stage of their journey — from training and recovery to game day dominance.
“This partnership not only strengthens Reebok’s connection to hockey but also elevates the brand’s mission to empower athletes who exemplify dedication, resilience, and passion. Tom Wilson’s commitment to his craft perfectly mirrors Reebok’s ethos, making this collaboration a powerful statement of sport redefined.”
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