Bengaluru-based house of brands startup Evenflow Brands has entered into 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 is set to take Reebok’s India portfolio beyond its established apparel and footwear categories, with Evenflow planning to introduce products across adventure gear, sports accessories, support and recovery products, and inflatables.
Under the agreement, Evenflow will leverage its presence across ecommerce, quick commerce and omnichannel retail to expand Reebok’s reach across these emerging categories. The first products under the partnership are expected to hit 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.
He added that the company aims to build a broader ecosystem covering areas such as training, recovery and outdoor activities, combining Reebok’s global brand heritage with Evenflow’s understanding of the Indian market.
The partnership comes at a time when Evenflow is also showing signs of improving financial performance. The startup turned EBITDA positive in FY26, reporting Rs 53.06 crore in net sales and Rs 41.19 lakh in EBITDA, translating into an EBITDA margin of 0.8%.
Its GMV stood at Rs 81.5 crore during the fiscal year, while the company reported an EBITDA margin of 4.5% in Q4 FY26.
Evenflow has raised nearly Rs 45 crore across multiple funding rounds so far. Its investor base includes Village Global, Venture Catalysts, 100Unicorns and Equanimity Ventures, along with angel investors such as Kunal Shah and Vijay Shekhar Sharma.
With the new Reebok licensing agreement, Evenflow is looking to build on its ecommerce-led model while taking the global sports brand into a wider range of categories for Indian consumers.
