After a two-decade hiatus, Reebok has set its sights on once again making a mark in the world of soccer.

The brand owned by Authentic Brands Group, which had a strong presence in the sport in the past, has signed professional soccer player Duśan Vlahović to a long-term partnership. Vlahović, who played for Juventus last season and was also a striker for the Serbia national team, will also become the face of Reebok Football apparel and shoes this summer. That will include the introduction of the Sidewinder, its new on-field performance soccer boot.

“I’m proud to join Reebok as it returns to the pitch and reclaims its position in football,” Vlahović said. “Reebok has an incredible heritage in sports and I’m excited to see what we can do together to elevate Reebok Football for a new generation of athletes.”

As one of Europe’s top forwards, the Serbian striker is known for his physical dominance, technical skills and fearless attitude. Among his notable achievements are Serie A Best Striker (2023-24), Serie A Team of the Year (2023-24) and Serbian Footballer of the Year (2024).

“[Fútbol] is deeply rooted in Reebok’s heritage, and it is central to our future,” said Todd Krinsky, chief executive officer of Reebok. “As we continue to rebuild our presence in team sports, partnering with an elite talent like Dušan signals our commitment to competing at the highest level. This is about honoring where we’ve been while boldly shaping where we’re going.”

As a Reebok athlete, Vlahović will train in the brand’s Nano X5 Edge Training Shoes and FloatZig 2 Running Shoes.

“Bringing Dušan to Reebok underscores our long-term vision for the brand. From the outset, our strategy has focused on reigniting Reebok’s authority in sport through deliberate investments in product, athletes and global partnerships. This move reinforces our commitment to elevating Reebok back to the forefront of performance and culture,” said Steve Robaire, executive vice president of Reebok at Authentic.