Authentic Brands Group (ABG) is taking a major step forward with its acquisition of Reebok and forming a long-term strategic partnership with New Guards Group, a luxury brand platform owned by Farfetch. This collaboration is indicative of Reebok’s move towards a more upscale brand direction.
Under this agreement, New Guards will become the primary operating partner for Reebok in Europe, managing the brand’s retail stores, e-commerce operations, and wholesale distribution. This partnership will encompass Reebok’s footwear, sportswear, and activewear offerings for men, women, and children.
The objective of ABG in joining forces with New Guards is to elevate Reebok to the luxury market. New Guards will exclusively handle the creation and curation of luxury collaborations, as well as the distribution of premium Reebok products to top fashion and specialty accounts in over 50 countries, including North America.
ABG President and CMO Nick Woodhouse considers this deal to be a crucial part of their strategy to expand Reebok’s global presence. ABG Founder and CEO Jamie Salter describes it as a monumental moment for both Reebok and ABG. Salter firmly believes that New Guards’ expertise in fashion and luxury, coupled with their global technology distribution capabilities, will enhance Reebok’s history of product innovation and introduce groundbreaking collaborations to consumers worldwide.
Notably, New Guards has a strong track record of identifying and nurturing culturally relevant brands, designers, and creative directors. In this joint venture, they will closely collaborate with Reebok Design Group (RDG), the brand’s global design hub in Boston. Their goal is to create a unified brand voice and vision for Reebok.
This partnership aligns with ABG’s global strategy for Reebok, which involves establishing a network of expert operating partners who can drive growth and amplify the brand’s identity. Davide de Giglio, Chief of New Guards, is excited about Reebok’s ability to bring together sport and culture to inspire new expressions of style. He anticipates infusing fresh ideas into the brand and fostering significant growth.
Overall, the strategic partnership between ABG and New Guards ushers in a momentous chapter for Reebok. With a focus on the luxury market, the brand aims to build on its legacy of innovation and introduce compelling collaborations to consumers worldwide.
Useful links:
1. Reebok official website
2. New Guards Group official website
