Authentic Brands Group partners with New Guards for Reebok
Authentic Brands Group has formed a long-term strategic partnership for the Reebok sportswear brand with Farfetch owned New Guards Group.
The brand platform for luxury design, production and distribution will become the core operating partner for Reebok across Europe, where it will take on Reebok’s branded retail stores and ecommerce operations and drive wholesale distribution for the brand.
The agreement spans footwear, sportswear and activewear for men, women and kids.
The deal will also see New Guards become ABG’s exclusive partner in creating luxury collaborations and distributing premium Reebok products to fashion and specialty accounts in over 50 countries including in the US, Canada and Europe.
Jamie Salter, founder, chairman and chief executive of ABG, said: “This is a monumental moment for Reebok and ABG. We are thrilled to partner with New Guards on Reebok’s European distribution and add their expertise in luxury to Reebok. As an industry powerhouse, New Guards is a respected authority in fashion and luxury with impressive global technology distribution capabilities. Together, we will elevate Reebok’s legacy of product innovation, introducing game-changing collaborations and distributing premium products to consumers in key markets across the globe.”
ABG said New Guards will work closely with the Reebok Design Group to drive a unified brand voice and vision.
Nick Woodhouse, president and chief marketing officer at ABG, added: “This partnership is a key pillar of our strategy to expand Reebok’s presence worldwide. New Guards Group is respected within the luxury fashion space, and we are thrilled to welcome their expertise to the Reebok brand with this innovative partnership.”
Davide de Giglio, chairman and chief executive of New Guards Group, said: “We are thrilled to be working with the team at Reebok and to partner with ABG to craft the future journey of the brand through this first-of-its-kind deal. We have so many fresh ideas to infuse into the brand and look forward to the huge potential for growth ahead.”
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