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Reebok to launch strategic partnership with Farfetch-owned New Guards Group

Camilla Rydzek
24 February 2022

Authentic Brands Group (ABG) has confirmed that Reebok will entered a long-term strategic partnership with luxury brand platform New Guards Group, which is owned by Farfetch.

The agreement is expected to close in the first quarter of this year, once Reebok's sale to ABG is completed.

The agreement will make New Guards Group the core operating partner for Reebok across Europe, where it will take on the label's branded retail stores and e-commerce operations while also driving wholesale distribution.

The agreement includes footwear, sportswear and activewear for men, women and children.

New Guards Group will also become the exclusive partner to create, curate and launch luxury collaborations, and distribute premium Reebok products to fashion outlets across more than 50 countries including Europe, the United States and Canada.

To ensure a unified brand voice and vision New Guards will also partner with the Boston-based Reebok Design Group (RDG), the brand's global design hub for product design, development and creative direction.

Jamie Salter, Founder, Chairman and CEO of ABG, said: “This is a monumental moment for Reebok and ABG. We are thrilled to partner with New Guards on Reebok’s European distribution and add their expertise in luxury to Reebok. As an industry powerhouse, New Guards is a respected authority in fashion and luxury with impressive global technology distribution capabilities. Together, we will elevate Reebok’s legacy of product innovation, introducing game-changing collaborations and distributing premium products to consumers in key markets across the globe.”

Davide de Giglio, Chairman and CEO New Guards Group, added: “We are thrilled to be working with the team at Reebok and to partner with ABG to craft the future journey of the brand through this first-of-its-kind deal. We have so many fresh ideas to infuse into the brand and look forward to the huge potential for growth ahead.”

Giorgio Belloli, Chief Commercial and Sustainability Officer, Farfetch, commented: “We are so excited about the agreement between ABG and New Guards. New Guards is one of the few teams who have the DNA to bring this crossover of luxury and sports to life. Reebok has an incredible heritage, and ABG has an amazing vision for its future, working with NGG to reignite this iconic brand. We believe this partnership will also create significant buzz and organic traffic to the Farfetch marketplace, where customers from around the world will be able to discover some of the most exciting collaborations to come."

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