Reebok Returns to Indian Football with NorthEast United FC Partnership: New Jersey Unveiled

Reebok is returning to the football pitch in India. The global athletic footwear and apparel brand has announced a new partnership with NorthEast United FC, marking its return to competitive football sponsorship in the country.

The partnership was unveiled in Mumbai on September 5, 2026, alongside the launch of the club’s new-season jersey.

The announcement brings together Reebok’s long-standing sporting heritage and NorthEast United FC’s deep connection with the football culture of Northeast India. It also signals Reebok’s broader ambition to strengthen its position in sport and connect with a new generation of Indian consumers through football.

The new jersey was unveiled by Aryaman Vikram Birla, Director of Aditya Birla Group and Non-Executive Director of Aditya Birla Lifestyle Brands Limited, and John Abraham, Co-Owner of NorthEast United FC.

The launch represents an important moment for both organisations as they look to build a stronger connection between sport, lifestyle and regional sporting culture.

Reebok has a long association with Indian sport, having outfitted athletes and teams across disciplines including cricket, football and running over several decades. Its partnership with NorthEast United FC marks a renewed focus on competitive football sponsorship in India.

Aryaman Vikram Birla said the country's sporting ecosystem is entering an important phase, with sportswear becoming increasingly influential at the intersection of fashion, lifestyle and athletic performance.

“Reebok is uniquely positioned at the intersection of these trends, combining an authentic sporting heritage with ability to connect with a new generation of consumers,” Birla said.

He described the partnership with NorthEast United FC as a natural extension of that strategy, bringing together an established global sports brand and one of India's most passionate football communities. For Reebok, football provides an opportunity to build sporting credibility while creating stronger cultural relevance among younger consumers.

NorthEast United FC brings regional identity to the partnership

NorthEast United FC represents all eight states of Northeast India and has become an important platform for showcasing the region's footballing talent and culture.

The club is a two-time Durand Cup winner and has consistently sought to strengthen the connection between Northeast India's football identity and the wider Indian sporting landscape.

That regional identity is central to the new Reebok jersey. The kit prominently features eight stars, representing the eight states of Northeast India and celebrating the region's deep-rooted relationship with football. John Abraham, Co-Owner of NorthEast United FC, said Reebok's sporting heritage made the partnership particularly significant for the club.

“Reebok's sporting heritage speaks for itself, and this partnership with NorthEast United FC is a special moment for us,” Abraham said.

He added that the alliance reflected the ambition the club has both on and off the pitch while creating new opportunities for football in the region.

The collaboration is intended to go beyond simply putting a new brand on the team's kit.

Arjun Ramamoorthy, Brand Head of Reebok India, said the partnership is designed to establish the brand's relevance through sport while focusing on the areas where consumers are increasingly engaging.

“Football gives us an authentic platform to engage with a new generation of consumers, while NorthEast United FC provides a strong cultural and sporting connection,” Ramamoorthy said. That combination could make the partnership particularly significant at a time when football's popularity continues to expand across India's youth and lifestyle markets.

For NorthEast United FC, meanwhile, the association with an international sportswear brand represents another step in the club's evolution. Mandar Tamhane, CEO of NorthEast United FC, said the partnership reflects the direction in which the club is heading.

“We have always believed that the Northeast has the talent, passion and culture to make a much bigger mark on Indian football,” Tamhane said. He added that Reebok and Aditya Birla Group share that belief and that the partnership provides an opportunity to connect the region's footballing identity with a new generation.

The launch in Mumbai was not limited to a traditional jersey unveiling. Aryaman Vikram Birla and John Abraham were joined by members of the NorthEast United FC squad, including Mandar Tamhane, Gurmeet Singh, Buanthanglun Samte, Redeem Tlang and Lalrinzuala Lalbiaknia.

The players then took the new kit onto the pitch for a fast-paced 5-a-side exhibition match, giving fans and media their first opportunity to see the Reebok jersey in competitive action. The eight-star design serves as the centrepiece of the kit, with each star representing one of the eight states that comprise Northeast India.

It is a visual representation of the region's collective football identity and the club's position as a representative of that community.

The partnership arrives at a time when sportswear brands are increasingly looking beyond traditional sponsorship models to build deeper relationships with sporting communities.

For Reebok, NorthEast United FC offers access to a football audience with a strong regional identity and a passionate fan base. For the club, the partnership provides an opportunity to work with a globally recognised sportswear name while continuing to raise its profile.

The collaboration therefore brings together two complementary ambitions: Reebok's renewed push into Indian sport and NorthEast United FC's efforts to elevate the Northeast's position within Indian football.

With the new jersey now unveiled and the players already putting it through its first on-pitch test, Reebok's return to Indian football has officially begun — with NorthEast United FC at the centre of its new sporting chapter.