Reebok has officially signed as the Official Apparel and Footwear Partner for XENOM London, taking place at Olympia London on August 28–29, 2026.
The latest collaboration marks a strategic alignment between the global performance brand and XENOM, a newly established fitness racing concept that is designed to measure ‘total human performance’.
As part of the agreement, every competing athlete at the XENOM London event will receive a custom co-branded Reebok technical t-shirt. Additionally, all event judges and volunteers will be outfitted with Reebok Nano training shoes.
Reebok footwear and co-branded apparel will also be available for purchase on-site through WIT, which serves as the Official Retail Partner for XENOM London.
The partnership centers on Reebok’s flagship Nano X5 Edge training shoe. The footwear features a Flexweave upper, a DualResponse midsole designed for adaptive stability, and a 360-degree comfort collar. According to the company, the shoe is engineered to support multi-station versatility spanning strength, endurance, and technical skill disciplines.
Keith Barlow, Founder at XENOM, said “For decades, Reebok has helped shape fitness culture around the world, earning its place as one of the most respected names in performance training.
“As XENOM continues to redefine competitive fitness, partnering with a brand that shares our commitment to innovation and performance is a natural fit. We’re proud to welcome Reebok to XENOM London, and I’ll personally be wearing the Nano X5 as I compete and train for the event.”
Mark Walden, representative at Authentic Brands Group, the owner of Reebok, said “XENOM has created an exciting new format that reflects how today’s athletes train and compete. Its blend of strength, endurance and skill aligns perfectly with the versatility our footwear and apparel are designed to support.
“We’re proud to partner with XENOM London and look forward to equipping athletes, judges and volunteers with products built to perform throughout every stage of the competition.”
XENOM positions itself as ‘The Decathlon of Fitness’, operating as a season-based global sporting framework. The competition is built around a standardized 10-event structure staged in large-scale venues worldwide, designed to test total athletic capacity across power, cardiovascular endurance, and high-skill movements.
Central to the competition format is the Elite Performance Index, a cumulative scoring system inspired by the track and field decathlon. Under this system, athletes earn points in each of the 10 fixed events based on measurable performance, with individual scores aggregated to determine overall standings.
An elite benchmark of 1,000 points per event is established at the start of the sport for each division and category. Athletes receive points relative to this benchmark and can score beyond 1,000 points if they surpass it. The structure is designed to reward well-rounded, consistent performance across all disciplines, ensuring that strong results in a single event cannot fully compensate for deficiencies in others.
The Elite Performance Index also serves as a multi-season tracking system, enabling participants to benchmark their athletic progression and compare performances year after year across the global circuit.
Reebok’s partnership with XENOM comes as major global sportswear brands expand their presence within the functional fitness and hybrid endurance racing sector. As brands such as Puma, Nike, and Adidas have developed dedicated product lines for fitness racing, Reebok’s involvement in the London event aims to reinforce its long-standing presence within the training market, where it has previously partnered with events such as The French Throwdown.
www.xenom.global
www.reebok.com
