Reebok becomes official work shoe of the St. Louis Blues

Warson Brands says Reebok will serve as the St. Louis Blues’ Official Work Shoe for the 2026-27 NHL season, tied to a new “Built for Every Shift” campaign. The deal is the largest marketing investment in the history of Warson Brands’ Reebok occupational and safety footwear business.

Why it matters: - The partnership gives Reebok a prominent sports platform to market its occupational and safety footwear to workers, tradespeople and first responders. - Warson Brands says the deal is its largest marketing investment in Reebok occupational and safety footwear history. - The campaign links behind-the-scenes arena work with the broader labor force that keeps games and businesses moving.

What happened: - Warson Brands announced a new partnership with the St. Louis Blues on Nov. 3, 2026. - Reebok is now the Official Work Shoe of the St. Louis Blues for the 2026-2027 NHL season. - The partnership is built around Reebok’s new campaign platform, “Built for Every Shift.”

The details: - The campaign highlights the dedication, resilience and performance of workers on every job site and the people who support professional hockey behind the scenes. - The partnership is meant to spotlight arena operations crews, equipment managers, facility maintenance teams, security personnel, production crews, transportation and logistics workers, and other game-day professionals. - Jim Maritz, CEO of Warson Brands, said the campaign recognizes workers, tradespeople, first responders, military personnel and arena staff who show up every day ready to get the job done. - Reebok and the Blues plan a season-long set of marketing activations, including in-arena branding and fan engagement experiences. - The partnership also includes Reebok sponsorship of the Blues’ Work Boots Award program. - Additional elements include community-focused activations, appearances and support during Salute to Military Night and First Responders Day, plus more surprises to be announced. - Brent Jennings, vice president of marketing, said hockey and workforce values both center on dependability, toughness, teamwork and accountability. - Fans can follow the partnership on social media and at upcoming Blues home games.

Between the lines: - Warson Brands is using a hockey sponsorship to position work footwear as part of a larger culture of performance and grit. - The Blues gain a brand partner that can help fund fan-facing and community programming while tying the team to local workers and public service groups. - The messaging is designed to broaden Reebok’s relevance beyond sportswear and into occupational use cases.

What's next: - Reebok and the Blues will roll out integrated marketing efforts throughout the 2026-2027 season. - More exclusive experiences and additional surprises will be announced during the season. - Reebok will continue showing up at Blues home games and on social platforms as the campaign unfolds.

The bottom line: - Reebok is turning a pro hockey sponsorship into a season-long push to sell work footwear by celebrating the people who keep arenas, job sites and communities running.