Marvel, Reebok Team with Audio Brand

SMS Audio will serve as Reebok’s official fitness headphone licensee globally. The company will develop a line of Reebok-branded headphones targeted to fitness enthusiasts that will launch at retail in August.

“Music adds an important dimension to fitness, whether it is part of mental preparation pre-workout, or whether it adds personal motivation during a long run,” says Linne Kimball, head of licensing, Reebok. “In SMS Audio, Reebok has found a partner who understands the unique demands that fitness places on the category, and will work closely with us to create Reebok audio solutions for our fit generation consumer.”

“We’ve always held the belief that growth comes from remaining authentic to our core demographic, while cultivating brand advocates in more niche audiences,” says Brian M. Nohe, president, SMS Audio. “Our collaboration with Marvel speaks to that theory and will bring SMS Audio unmatched brand exposure to a widespread fan base.”