Reebok has announced a strategic partnership with NorthEast United Football Club (NEUFC).

Owned by actor-producer John Abraham, NEUFC is the reigning 2024 Durand Cup champion. Reebok is a part of Aditya Birla Lifestyle Brands in India. 

This initiative is aligned with Reebok’s global strategy to become a brand of choice in football, demonstrated by its strategic partnerships with clubs such as Botafogo in Brazil and Charlton Athletic in England. 

Founded in April 2014, NEUFC represents the eight North-Eastern states of India — Arunachal Pradesh, Assam, Manipur, Meghalaya, Mizoram, Nagaland, Sikkim, and Tripura.