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Expanding its portfolio in the sports and fitness segment, Bengaluru based house of brands startup Evenflow Brands has signed a licensing agreement with Authentic Brands Group (ABG) to manufacture, market and distribute Reebok’s sports, fitness, recovery and adventure products in India.
The partnership will take Reebok beyond its established apparel and footwear categories in the Indian market. Evenflow plans to introduce a wider range of products spanning adventure gear, sports accessories, support and recovery products, as well as inflatables.
As part of the agreement, Evenflow will use its presence across ecommerce, quick commerce and omnichannel retail to take Reebok’s expanded product range to a wider consumer base. The first products under the partnership are expected to roll out across leading ecommerce platforms and retail channels in the coming months.
“Reebok has always represented performance, resilience, and an active lifestyle. Through this partnership, we’re excited to extend that legacy into categories that are becoming increasingly relevant for Indian consumers,” said Utsav Agrawal, cofounder and CEO, Evenflow Brands.
The new licensing deal also fits into Evenflow’s broader plans to build a presence across training, recovery and outdoor activities. The company aims to combine Reebok’s global brand heritage with its understanding of Indian consumers and the local market.
The partnership comes as Evenflow continues to improve its financial performance. The startup turned EBITDA positive in FY26, recording net sales of Rs 53.06 crore and EBITDA of Rs 41.19 lakh, resulting in an EBITDA margin of 0.8%.
For the full year, Evenflow reported a GMV of Rs 81.5 crore, while its EBITDA margin improved to 4.5% in Q4 FY26.
The company has raised nearly Rs 45 crore through multiple funding rounds so far. Its investors include Village Global, Venture Catalysts, 100Unicorns and Equanimity Ventures, along with angel investors such as Kunal Shah and Vijay Shekhar Sharma.
With Reebok now joining its portfolio, Evenflow is looking to build further on its ecommerce led model while expanding the sports brand into new product categories and reaching a wider consumer base in India.
