The latest set of accounts filed by Reebok International Limited and its subsidiary RILUK IPCO Limited show both revenue and profits revenue rising in 2024.

RILUK IPCO is a company registered in Britain but it operates the activities of the Reebok brand from a branch in New York, while Rebook International serves as the holding company for it within the group of businesses owned by Authentic Brands Group .

And there’s no denying that the headline numbers look good for a brand that was a perennial underperformer for years as group profits after tax rose from $163.55 million to $179.93 million. The company said this was driven by expanding revenues as the global Reebok business grew, with improvements in the performance of licensees and expansion through new partners.

Revenue — which

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