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Authentic Brands Group completes purchase of Reebok

Authentic Brands Group has completed its purchase of Reebok from Adidas in what is its largest acquisition to date. In a statement, ABG said it will… View Article

SPORTS & LEISURE

Authentic Brands Group completes purchase of Reebok

Authentic Brands Group has completed its purchase of Reebok from Adidas in what is its largest acquisition to date.

In a statement, ABG said it will be preserving Reebok’s DNA and committing to its heritage through the formation of Reebok Design Group  in partnership with SPARC Group. RDG will become the global brand hub for the design, development and innovation for footwear and apparel servicing partners around the world.

Matt O’Toole, president of RDG, said: “Product has always been at the forefront of Reebok, and we are committed to upholding the standard that our brand fans and consumers have come to expect. 2021 was a banner year for Reebok, and in part that was a credit to our focus on the iconic silhouettes that immortalize the brand. Under new ownership, we have an exciting opportunity to reclaim our place in the market and take Reebok to even greater heights.”

To support the new global structure for Reebok, ABG has assembled a roster of key players from around the world who will drive distribution and further Reebok’s business in key territories. These include New Guards Group, SPARC Group, Tristate, Trend Marketing, Al Boom Marine, Aditya Birla Fashion Retail Limited, The Falic Group, Accent Group, MGS, Bounty Apparel, Distrinando, SM Retail, CRC Sports, HSV Group, PT Mitra, JD Group and Foot Locker.

Jamie Salter, founder, chairman and chief executive of ABG, said: “Reebok is a brand that needs no introduction. The Reebok team has done an incredible job of cementing Reebok’s place in the minds and hearts of consumers. Through ABG’s operating model, Reebok will have the ability to evolve and embrace its iconic creativity, quality and innovation. It’s time to let Reebok be Reebok.”

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