Authentic Brands Group Finalizes the Acquisition of Reebok
Authentic Brands Group (ABG) today announced that it has completed the acquisition of Reebok from adidas. As it ushers in its largest acquisition to date, the global brand development, marketing and entertainment company is charting a new path for Reebok.
“Reebok is a brand that needs no introduction,” said Jamie Salter, Founder, Chairman and CEO of ABG. “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.”
With Reebok, ABG is taking a page from its playbook, connecting strong brands with best-in-class partners and a global network of operators, distributors, and retailers to optimize value in the marketplace. An essential pillar of ABG’s strategy is preserving Reebok’s DNA and a commitment to the brand’s heritage through the formation of Reebok Design Group (RDG) in partnership with SPARC Group. RDG is the global brand hub for the design, development and innovation for footwear and apparel servicing partners around the world.
“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,” said Matt O’Toole, President of RDG. “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.”
Reebok has inspired, connected and created great products for athletes and consumers across the world for generations. The brand is deeply rooted in professional sports, sneaker culture and performance apparel and will continue to deliver on its mission of providing each and every consumer with the opportunity, products and inspiration to achieve and exceed their potential.
From creating the first spiked running shoe over a century ago, to its breakthrough THE PUMP™ technology, to today with its award-winning Nano and Floatride models, Reebok has pioneered in the athletic space and continues to introduce innovations that propel the industry forward. The Reebok Classic Leather and Club C have cemented itself as icons within the footwear industry with their timeless and classic designs that first debuted nearly 4 decades ago and continue to be reimagined through unexpected collaborations with world-renowned creatives and design houses.
“Reebok is one of the few super brands that has the permission to play in any space,” said Nick Woodhouse, President and CMO of ABG. “Its position at the intersection of fashion, sports and culture allows Reebok to be elastic while staying true to its celebrated ethos and unmistakable DNA.”
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 while upholding the brand’s integrity and values. Since announcing its definitive agreement to purchase Reebok in August 2021, ABG has secured a slate of trusted partners including 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, Inc. More information on Reebok’s global partner network can be found below.
Reebok Global Partners
New Guards Group (New Guards): ABG announced a comprehensive partnership with New Guards Group (New Guards), a leading brand platform for luxury design, production and distribution, as the core operator for Reebok across Europe. New Guards, which is owned by Farfetch Limited (NYSE: FTCH), is also Reebok's exclusive partner to create, curate and bring to market luxury collaborations and distribute premium products to leading fashion and specialty accounts in more than 50 countries.
OPERATING PARTNERS
SPARC Group: A leading full-service brand operator that delivers product and commerce innovation through a multi-brand platform, the operating partner for Reebok in the U.S. and the home of the global brand hub, Reebok Design Group (RDG). All operators will partner with RDG to evolve the product design, development, innovation and creative direction for each region while maintaining a unified brand voice and vision.
Tristate Holdings Limited (“Tristate”; SEHK Stock Code: 458): ABG’s long-standing partner and a recognized global leader of premium brands, signed on as the core operator for Reebok in China, Hong Kong, Macau and Taiwan. Tristate will take on the Reebok branded retail stores, e-commerce operations and wholesale distribution. The license includes footwear for men, women and kids as well as sportswear, outerwear and activewear for men, women and kids.
Trend Marketing: Trend Marketing is a leading footwear and apparel distributor in Canada, delivering the best and most efficient service to suppliers and partners. Committed to integrity and partnership at its core values, Trend Marketing has mature relationships with Canadian retailers nationwide. In addition to wholesale expertise, Trend Marketing has a robust Direct to Consumer business focused on E-Commerce operating multiple branded websites, drop-ship programs, and marketplace stores. ABG is proud to announce Trend Marketing as the operator for Reebok in Canada. The agreement includes footwear for men, women and kids, as well as sportswear and activewear for men and women.
Al Boom Marine (ABM): A company under the portfolio of Scope Investment, will become the operating partner for Reebok in the GCC, the Middle East including Iraq and Lebanon, and North Africa including Algeria, Egypt and Morocco. The agreement includes footwear for men, women and kids as well as activewear and sportswear for men and women. ABM is a premium operator of more than 40 global brands, 60 retail stores and 300-plus active wholesale accounts throughout the GCC and the MENA region.
Aditya Birla Fashion Retail Limited (ABFRL): Aditya Birla Fashion and Retail Limited (ABFRL), India’s leading fashion company, announced the signing of a long-term licensing agreement, which grants ABFRL exclusive rights to distribute and sell Reebok products through wholesale, e-commerce and Reebok branded retail stores in India, Bangladesh, Bhutan, Maldives, Nepal and Sri Lanka. This deal marks a foray for ABFRL into India’s fast-growing sports and activewear segment.
The Falic Group: The premier brand platform with more than a decade of expertise spanning fashion, luxury and licensing in Latin America will oversee Reebok’s retail stores, e-commerce operations and wholesale distribution in the region (excluding Mexico, Brazil and Argentina).
Accent Group Limited: Accent Group comes on board as Reebok’s new core licensee and operating partner in Australia and New Zealand. The company announced that it plans to grow the brand through its existing wholesale accounts, direct online sales and multi-brand retail banners.
MGS: MGS, which has been Reebok’s core operating partner in Israel for two decades, has signed a new partnership with ABG to continue its commitment to strengthening and growing the brand across all channels in the region.
Bounty Apparel: Bounty Brands Group is a diversified consumer brands company, distributing and growing leading brands in the apparel, foods, home and personal care sectors within Southern and Sub-Saharan Africa through six independent operating entities, including Bounty Apparel. Bounty is the exclusive distributor for Reebok in South Africa and countries within SADC.
Distrinando: Distrinando is an innovative brand operator of premium fashion, active, footwear and lifestyle brands. Through the long-term partnership, the company will take on operations for Reebok in Argentina, including its branded retail stores, e-commerce operations and wholesale distribution.
SM Retail: SM Retail is the largest chain of retail stores in the Philippines. With more than 1,300 outlets, the specialty retailing business covers food, household appliances, DIY, furniture, apparel, footwear, pharmaceuticals/cosmetics, fashion and lifestyle. ABG is proud to announce SM Retail as the operating partner for Reebok in the Philippines.
CRC Sports: The sport and business entity of Central Retail Corporation, Thailand’s leading multi-format, multi-category and omnichannel retailing platform. CRC Sports houses a powerful portfolio of retail banners consisting of 248 stores across the country. As Reebok’s new operating partner in Thailand, CRC Sports will oversee Reebok’s retail stores, e-commerce operations and wholesale distribution in the region.
PT Mitra (MAP): MAP is the leading lifestyle retailer in Indonesia with over 2,600 retail stores and a diversified portfolio that includes sports, fashion, department stores, kids, food & beverage and lifestyle products. ABG has appointed MAP as Reebok’s operating partner for Indonesia. The agreement includes footwear for men, women and kids as well as apparel for men and women.
HSV Group: HSV Group, a long-standing Reebok partner, is a premier operator and distributor for highly sought-after cosmetic and fashion brands. ABG has appointed HSV Group as Reebok’s new operator for Vietnam and Cambodia. The agreement includes footwear and apparel for men, women as well as footwear for kids.
RETAIL PARTNERS
JD Group (JD): ABG announced a new strategic partnership with the JD Group (JD), who are an existing global multi-channel retailer, for the Reebok brand. Through the long-term agreement, JD will carry Reebok apparel and footwear for men, women and kids in more than 2,850 of its company-owned stores and complementary e-commerce websites. The agreement covers all the banners in the JD Group in North America and Europe including JD, Finish Line, DTLR, Shoe Palace, Size?, Sprinter and SportZone.
Foot Locker, Inc.: ABG announced an enhanced partnership with Foot Locker, Inc. (NYSE: FL), the New York-based specialty athletic retailer, for the Reebok brand within the United States. Through this agreement, Foot Locker Inc. and its brands will deepen their assortment with Reebok and will exclusively carry select Reebok footwear models for men, women and kids in its company-owned stores and complementary e-commerce websites in the United States. This includes exclusivity of iconic basketball footwear from celebrated names and collections including styles from Allen Iverson and Shaquille O’Neal in the United States.
