Reebok introduces sports supplement collection

Reebok is entering the nutritional supplements business.

On Tuesday, the sports brand is launching the Reebok Performance System in collaboration with Generation Joy, the parent company of ingestible brand Shore Magic. The line includes Reenergize, $35, a pre-workout and creatine powder; Reecover, $38, a hydrating powder with electrolytes and amino acids, and Reebuild, $45, a whey protein and collagen powder, all in different flavors like Rocket Moon Pop and Watermelon Crush—each product name alludes to Reebok. The company did not share expected sales figures for the launch.

“A performance line of nutritional supplements is a natural extension for Reebok and strengthens its commitment to sports and wellness,” Steve Robaire, executive vice president of Reebok at Authentic, said in a statement. “We look forward to working with Generation Joy to deliver products that inspire and support our customers’ fitness journeys.”

According to the team, this launch is an opportunity for Reebok to round out its sports and fitness offering. Additionally, the Generation Joy team that developed the products found that the sports nutrition space was crowded and confusing.

“We wanted to cut through the noise and create a simple system of three effective supplements to support fitness needs,” said Laura Dweck, President of Generation Joy. “Our approach has been a multi-purpose approach so that each individual product has a multi-purpose benefit to increase the value of each individual product.”

For example, the protein powder combines whey with collagen for additional muscle building and overall health benefits, while the pre-workout contains 200 milligrams of caffeine from green tea for an energy boost, but also creatine for recovery.

“The entire line was developed collaboratively with athletes, nutritionists and scientists to deliver a product of the highest quality,” Dweck said, adding that the line can appeal to a range of fitness enthusiasts depending on their goals.

Dweck also said the team is currently keeping an eye on other sports and fitness trends and plans to expand the collection. This launch follows several updates for the brand, including new sneakers in collaboration with Universal Monsters just in time for Halloween, the release of the FloatZig 1 running shoe in April, and the second collaborative drop with activewear brand Set Active.

According to the company, the collection will be available online, at select department stores and specialty retailers in the U.S. and Canada.