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Authentic Brands Group finalises Reebok acquisition

Jeremy Lim
03 March 2022

Authentic Brands Group (ABG) has announced the completion of its acquisition of Reebok from Adidas, as the global brand development, marketing and entertainment company ushers in its largest acquisition to date.

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.

Since announcing its definitive agreement to purchase Reebok in August 2021, ABG has secured a slate of 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.

ABG, which owns licensing and marketing rights to brands including David Beckham and Juicy Couture, also plans to reboot the Reebok brand with an expanded clothing offering, NFT drops and crypto payments later this year.

The company's strategy include preserving Reebok’s DNA and a commitment to the brand’s heritage through the formation of the Reebok Design Group (RDG).

Jamie Salter, Founder, Chairman and CEO 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."

Matt O’Toole, President of RDG, added: "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 immortalise the brand. Under new ownership, we have an exciting opportunity to reclaim our place in the market and take Reebok to even greater heights."

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