Evenflow Brands partners with Reebok to expand sports and recovery portfolio in India

New UpdateBengaluru-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 across India. The partnership will expand Reebok’s presence in India beyond apparel and.

The agreement will allow Evenflow to use its expertise across ecommerce, quick commerce and omnichannel retail to build Reebok’s presence across these categories in India. The first range of products under the agreement is expected to launch across leading ecommerce platforms and retail channels.

What Happened

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.

• The startup recorded ₹53.06 crore in net sales and ₹41.19 lakh in EBITDA, with an EBITDA margin of 0.8%.

• Its GMV stood at ₹81.5 crore, while the EBITDA margin reached 4.5% in Q4 FY26.

• The startup has raised nearly ₹45 crore to date across multiple rounds.

Key Details

Meanwhile, Evenflow reported an improvement in profitability in FY26 and turned EBITDA positive for the full fiscal year.

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• This shall, however, not influence our reporting or coverage in any manner whatsoever.

• Some of the investors may directly or indirectly be involved in a competing business or might be associated with other companies we might write about.

Why It Matters

Bareback Media has recently raised funding from a group of investors.

• Its investors include Village Global, Venture Catalysts, 100Unicorns and Equanimity Ventures, along with angel investors such as Kunal Shah and Vijay Shekhar Sharma.

What Reports Say

Coverage of the story so far points to:

• Continued reporting by Entrackr as more details emerge