Focus Brands signs Reebok outerwear design and distribution license for UK and Europe

Focus Brands, the brand licensing division of Hela Apparel Holdings which counts Avirex, Ellesse and Nautica in its roster, has signed a long-term partnership with Reebok to design, source and distribute its outerwear for the UK and Europe.

It will include Reebok branded products for men, women and kids across outdoor jackets, soft shells, bonded fleeces and padded jackets.

Reebok was acquired by American brand management company Authentic Brands Group (Authentic) from Adidas in March 2022. The addition of Reebok to the Focus Brands portfolio marks the expansion of the company’s existing strategic relationship with Authentic Brands Group, as it is already the brand licensing partner for Nautica in the UK and Europe.

It also marks the first major milestone for Sri Lankan apparel manufacturer Hela Apparel Holdings since its acquisition of Focus Brands from JD Sports Fashion in January 2024.

Ray Evans, CEO of Focus Brands, said: "Our team has been working closely with Authentic Brands Group for the past three years as the brand licensing partner for Nautica in the UK and Europe.

"This agreement with Reebok is an exciting opportunity to further strengthen our relationship with the Authentic team, and we are looking forward to bolstering Reebok’s presence in the outerwear category through a strategically structured long-term plan, capitalising on the Hela Group’s manufacturing capabilities."

Henry Stupp, President, Lifestyle, EMEA and India at Authentic, added: "We look forward to expanding our relationship with Focus Brands and Hela to build Reebok’s presence in the premium, technical outwear category across the UK and Europe.

"This partnership will elevate the brand's offerings and bring a fresh, innovative approach to our product line-up, enhancing our appeal to consumers and solidifying our market position."

The new Reebok outerwear products are expected to be sold across speciality sports stores, major department stores and e-commerce platforms in the UK and Europe.