Authentic Brands Group (ABG) announced it has formed a long-term strategic partnership with New Guards Group, owned by Farfetch, for Reebok’s European businesses, luxury collaborations and premium distribution.
The partnership means that the brand platform New Guards, which designs, manufactures and distributes luxury fashion, will act as the core operating partner for Reebok in Europe. It will take on Reebok branded retail stores and e-commerce operations and drive wholesale distribution.
The deal also appointed New Guards as the exclusive partner to create and distribute high-end collaboration products for Reebok in more than 50 countries, including the U.S., Canada and Europe. The agreement covers footwear, sportswear and activewear for men, women and kids.
“This is a monumental moment for Reebok and ABG,” said Jamie Salter, founder, chairman and chief executive officer of 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.”
New Guards, whose brands include Off-White, Palm Angels, Heron Preston, and Marcelo Burlon, will work with the Boston-based Reebok Design Group (RDG) to assure a unified vision.
In early February, Reebok said it would not renew its employment contract with Kirby Jean Raymond, founder of Pyer Moss, who is Reebok’s global creative director, who will exit the company on March 1.
“Reebok is an iconic brand [that] has inspired, served and connected athletes and consumers across the world for generations,” said Davide de Giglio, chairman and CEO, New Guards Group. “At the intersection of sport and culture, it has constantly shaped new expression of style through product innovation, creativity and unique collaborations on all fields.”
Giorgio Belloli, chief commercial and sustainability officer for Farfetch, said, “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.”
Photo courtesy Reebok
