It’s been announced that Reebok has become the official apparel and footwear partner of Xenom London, a fitness competition scheduled for August 29-30. The British company follows in the footsteps of Nike and Puma by entering the industry.
The news means that each and every athlete competing in London will receive a Reebok technical t-shirt. That’s not all, with a pair of the popular Nano training shows going to judges and volunteers. The sportswear giant’s products will also be available for purchase throughout the event at London Olympia, via the Xenom x WIT retail store.
The Latest in a Long Line of Xenmon Deals in 2026
It’s been a frantic period for Xenom, which secured $15 million in funding from Wndr. They also successfully launched the “Decathlon of fitness” event in Texas back in June, which offered $75,000 in prize money and attracted over 400 athletes over two days.
The event, hosted by the Ford Center, the Dallas Cowboys’ headquarters, was sponsored by Gatorade, Rogue, and Yeti. Xenom founder, Keith Barlow, has spoken on the partnership with Reebok:
“For decades, Reebok has helped shape fitness culture around the world, earning its place as one of the most respected names in performance training. As Xenom continues to redefine competitive fitness, partnering with a brand that shares our commitment to innovation and performance is a natural fit. We’re proud to welcome Reebok to Xenom London, and I’ll personally be wearing the Nano X5 as I compete and train for the event.”
Clearly equally excited about the partnership, Reebok Vice President Mark Walden said:
“Xenom has created an exciting new format that reflects how today’s athletes train and compete. Its blend of strength, endurance, and skill aligns perfectly with the versatility our footwear and apparel are designed to support. We’re proud to partner with Xenom London and look forward to equipping athletes, judges, and volunteers with products built to perform throughout every stage of the competition.”
Why Reebok is Following Puma and Nike Into the Competitive Fitness Industry
It’s no surprise to see Reebok sign such a deal. That’s because of the success of similar partnerships made by Puma and Nike. Puma is the long-standing HYROX footwear partner, while Nike released their line of hybrid training shoes earlier in the year. Nike was also the brand behind some of the most successful performances at the HYROX World Championships in Stockholm.
