Luxury fashion platform Farfetch has announced its partnership with Reebok, a brand that is now owned by Authentic Brands Group. Farfetch will be responsible for managing the Reebok label in Europe and will prioritize re-platforming Reebok’s websites as well as expanding its luxury collaborations globally. This collaboration falls under Farfetch’s New Guards Group (NGG), with NGG++ specifically established to oversee Reebok and enhance opportunities for NGG’s sportswear and sneaker categories.
Former Chief Marketing Officer of NGG, Cristiano Fagnani, has been appointed as the CEO of NGG++. With over two decades of experience in the industry, including a successful tenure at Nike, Fagnani will lead the marketing and e-commerce operations of Reebok across Europe. His main focus will be leveraging the brand through luxury collaborations and introducing high-end products that are designed in Milan and made in Italy.
José Neves, founder and CEO of Farfetch, believes that this partnership will bring significant value to both companies. He highlights the potential for Reebok to expand its presence in the luxury market and attract a new global audience. Neves expresses his satisfaction with the execution milestone achieved by the NGG++ and Farfetch Platform Solutions teams, ensuring the timely launch of Reebok’s wholesale and e-commerce operations within the allocated budget.
Davide De Giglio, CEO of NGG, explains that their core expertise lies in helping streetwear brands evolve into luxury and lifestyle houses. The partnership with Reebok is expected to generate substantial revenues and support existing brands while nurturing emerging talent. De Giglio is confident that NGG++ will drive growth for Reebok and other NGG brands, celebrating the fusion of sports and culture.
The launch of the Farfetch and Reebok partnership marks a significant milestone for Reebok under its new ownership. Authentic Brands Group acquired the brand from Adidas and is committed to revitalizing Reebok’s image and expanding its presence in the luxury market. With Farfetch’s expertise and global reach, Reebok is well-positioned for success in the ever-evolving fashion landscape.
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