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Farfetch launches Reebok's new e-commerce platform

Chloe Burney
03 May 2023

Global sportswear brand Reebok enlists Farfetch Platform Solutions, the online platform for luxury fashion, to re-platform its European e-commerce sites.

This follows Authentic Brands Group (ABG) company Reebok’s strategic partnership with Farfetch owned New Guards Group in 2022. Following its acquisition of Reebok last year, ABG partnered with Farfetch to operate its business in Europe, re-platform its European e-commerce sites and drive the evolution of the brand by expanding its luxury collaboration offerings.

Todd Krinsky, CEO of Reebok, said: "Since announcing our partnership last year, I’ve been incredibly impressed with the energy, passion and opportunities the NGG and Farfetch teams have already brought to the table. Our concept sneakers with Botter x HP that debuted at Paris Fashion Week earlier this year were a great indicator of all that’s to come and we can’t wait to introduce more game-changing collaborations and innovations that will elevate the brand’s legacy and further Reebok’s global appeal."

The partnership is being managed by New Guards Group (NGG), which formed a new division 'NGG++', to operate the Reebok brand and focus on accelerating opportunities for sportswear and sneaker categories.

Cristiano Fagnani, previously Chief Marketing Officer of NGG, has been appointed to NGG++'s CEO. With him, he brings 20 plus years of industry experience, following a highly successful career at Nike.

Davide De Giglio, CEO of New Guards Group, added: "Helping streetwear brands evolve into new luxury and lifestyle houses is part of our core skill set. In addition to generating significant revenues, this partnership will help us further support our existing brands and nurture new talent.

"We believe NGG++ will deliver growth for Reebok and for our other NGG brands - all celebrating the combination and collaboration of sports and culture. Under Cristiano, NGG++ will create something unexpected, inspirational and profitable, while also promoting diversity, inclusion and sustainability."

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