Partnership · Commerce & Consumer Brands

Evenflow Brands partners with Reebok to expand India portfolio

By Startup Enthusiast · 7 September 2026

What they do

Evenflow Brands is a Bengaluru-based house of brands startup that builds and scales consumer products across ecommerce and quick commerce channels

The startup signed a licensing agreement with Authentic Brands Group to manufacture, market, and distribute Reebok products in India

The partnership extends Reebok beyond footwear and apparel into adventure gear, sports accessories, recovery products, and inflatables

Bengaluru-based Evenflow Brands has entered into a licensing agreement with Authentic Brands Group to expand Reebok's product portfolio in India.
The partnership covers the manufacture, marketing, and distribution of Reebok's sports, fitness, recovery, and adventure products across the country.
Evenflow will introduce products in new categories including adventure gear, sports accessories, support and recovery products, and inflatables.
The company will leverage its presence across ecommerce, quick commerce, and omnichannel retail to distribute the new Reebok product range.
The first products under this partnership are expected to launch across leading digital and retail channels in the coming months.
The startup reported turning EBITDA positive in FY26, posting Rs 53.06 crore in net sales and Rs 41.19 lakh in EBITDA.

The agreement expands Reebok beyond its established footwear and apparel categories in the Indian market into active lifestyle and recovery segments.
The partnership coincides with Evenflow reaching financial profitability after raising nearly Rs 45 crore across multiple funding rounds to date.

Evenflow Brands builds and operates consumer brands across categories such as sports, home and kitchen, garden, and baby care.
The company operates an end-to-end stack handling sourcing, supply chain, warehousing, cataloging, marketing, and finance.
It sells products through major ecommerce and quick-commerce platforms alongside its owned direct-to-consumer infrastructure.
The business has transitioned from acquiring existing ecommerce brands to building and scaling consumer brands from the ground up.

Launch the first range of Reebok adventure gear, accessories, and recovery products across ecommerce and retail channels in the coming months.

Village Global (existing) — Venture capital firm backing early-stage startups.
Venture Catalysts (existing) — Integrated incubator and startup funding platform.
100Unicorns (existing) — Startup accelerator and investment fund.
Equanimity Ventures (existing) — Early-stage venture capital fund.
Kunal Shah (angel) — Founder of CRED.
Vijay Shekhar Sharma (angel) — Founder of Paytm.