Ahead of this year’s World Cup, Reebok is making its grand return to the pitch with a new signee and performance football boot. The brand has signed Serbian striker Dušan Vlahović for a long-term partnership, further expanding its return to the world of team sports with the Beautiful Game at the center of its latest comeback.
Vlahović will be the face of the new modernized Reebok Sidewinder — an update to the first graphic-driven on-field performance football boot silhouette originally issued in 1996. The Juventus star recently debuted a prototype on the pitch, revealing a white-and-black colorway that features the original zig-zag design lines — a famous detail that influenced other football boots to come and even inspired its own match ball.
In addition to the Sidewinder’s revamped style slated to drop this summer, Vlahović will also be working alongside Reebok on a wide selection of football apparel and footwear styles.
“I’m proud to join Reebok as it returns to the pitch and reclaims its position in football,” says Duśan
Vlahović. “Reebok has an incredible heritage in sports and I’m excited to see what we can do together to elevate Reebok Football for a new generation of athletes.”
Reebok’s re-entry into the realm of team sports began on the court — launching its first basketball silhouettes since the early 2010s with the Engine A and the Angel Reese 1.
While Reebok has been away from the global football market for over a decade, the footwear brand’s heritage is rooted in its past football sector, which included Argentina, Colombia, and Liverpool kits, as well as co-signs from Raúl González, Ryan Giggs, and more. Now, the brand is headed back to the pitch:
“Football is deeply rooted in Reebok’s heritage, and it is central to our future. As we continue to rebuild
our presence in team sports, partnering with an elite talent like Dušan signals our commitment to competing at the highest level. This is about honoring where we’ve been while boldly shaping where we’re going,” says Todd Krinsky, CEO of Reebok.
While an official release date has not been announced, the Reebok Sidewinder is expected to drop this summer on Reebok.com and at select retailers ahead of the World Cup. Stay tuned to Modern Notoriety for updates.
Reebok Sidewinder
Release Date: Summer 2026
