Reebok is Back in the Rugby World as New Kit Sponsor for Sharks

The Sharks are proud to announce a landmark new partnership with Reebok, the iconic sports culture brand, as it returns as the club’s official technical apparel partner.

The partnership marks the return of a longstanding relationship built on shared history, values and a deep connection with Sharks fans. Reebok has been part of The Sharks’ journey for many years, and this renewed collaboration signals an exciting new chapter as both brands look toward the future.

As part of the partnership, The Sharks will introduce an all-new premium merchandise offering designed to elevate the fan experience while further establishing the club as a leading sports and lifestyle brand.

The collection will feature premium performance and lifestyle apparel that combines Reebok’s heritage in sport with The Sharks’ bold identity, rich history and ambition.

Aligned with the partnership, The Sharks’ iconic retail destination, The Shark Cage, is currently undergoing an exciting transformation and will officially relaunch on 6 August 2026. The reimagined retail experience will offer fans a modern destination that reflects the evolution of The Sharks while showcasing a premium selection of apparel and merchandise.

The announcement marks the beginning of an exciting new chapter for The Sharks, with several key initiatives set to launch throughout August as the club continues to strengthen its identity, deepen its connection with supporters and build for the future.

Michael Leslie, Chief Growth Officer at The Sharks, said:

“We are incredibly excited to welcome Reebok back into The Sharks family. This partnership carries significant heritage and meaning for our supporters, and we are proud to reunite with a brand that has played an important role in our story.

“Our vision is to continue building The Sharks into a globally recognised sports and lifestyle brand, and it’s important that we partner with brands that share that ambition. Reebok’s rich heritage, authenticity and ability to seamlessly bridge performance and lifestyle perfectly aligns with where we’re headed.

“Our fans are at the heart of everything we do, and we are committed to delivering merchandise that reflects our journey, celebrates our heritage and represents the Next Wave we are building together. The new Shark Cage experience and premium apparel collection will be an important part of that vision.”

John Carden, CEO of Sports Hub Group, teamwear partner for Reebok, said:

“Today marks an exciting milestone for Reebok Teamsports as we announce our partnership with The Sharks. This collaboration brings together two iconic brands united by a shared commitment to performance, innovation and inspiring the next generation of athletes and fans.

“The Sharks are one of the most respected and passionately supported clubs in world rugby, and we’re proud to equip the team with high-performance apparel designed to meet the demands of the modern game while celebrating the club’s unique identity. Together, we’re creating a partnership that will inspire confidence on the field and strengthen connections with supporters off it.”