Reebok, once one of the most recognizable names in tennis thanks to its early partnership with Venus Williams, is making a determined return to the sport after nearly two decades away. The American brand has signed Poland’s Magdalena Frech as a head-to-toe ambassador, with the partnership centered around the launch of the new Phase Evo tennis shoe.
“It felt natural to return to a sport that’s so deeply rooted in our DNA,” Greg Korbas, Reebok’s director of product marketing for performance footwear, told Forbes. “This wasn’t about entering something new, it was about re-engaging with a space we helped shape, with a more modern point of view.”
Reebok famously became the first brand to outfit Venus Williams professionally when it signed the future tennis legend to a reported $12 million deal in 1995. Williams was just 15 years old at the time, and the groundbreaking agreement marked the first eight-figure endorsement deal for a Black female athlete. Jelena Jankovic and Amelie Mauresmo, both former WTA world No. 1 players, were among the last top-tier athletes to compete in Reebok apparel on tour, still wearing the brand in the late 2000s.
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The brand’s long-awaited tennis comeback officially began earlier this year when world No. 49 Magdalena Frech debuted Reebok apparel and footwear on court in late February, introducing the Phase Evo in competition for the first time. Reebok has now formally unveiled the partnership across social media, while also confirming that the Phase Evo will launch on July 10.
According to Korbas, the shoe is designed to support real match play and athletes of all levels. Drawing from the company’s experience across other athletic categories, the brand refined its technology specifically for tennis while still honoring the sport’s heritage.
“Having an athlete at the center of this return ensures the product is grounded in real insight and credibility, not assumption,” Korbas said. “It also signals intent, that we’re not just participating in tennis, we’re committed to it and ensuring top performance innovation is at the heart of everything we do.”
