Authentic Brands Group (Authentic) has secured a strategic partnership with Slam Jam to expand Reebok’s presence across the U.S., Canada, Central Europe, and Eastern Europe.
The company reported that the partnership marks a “pivotal step in Reebok’s continued global growth strategy under Authentic’s stewardship.”
Through the partnership, Slam Jam, billed as “a cultural institution and premium lifestyle company and distributor,” becomes a key part of Reebok’s global partner networking, working collaboratively with RDG, the brand’s global design hub and supplier, “to ensure the brand reaches discerning consumers through key global retail partners,” said Authentic.
“We are thankful and excited to embark on this journey together with Authentic and Reebok,” said Luca Benini, founder of Slam Jam. “The brand has been pushing the edges of culture through sport and lifestyle for generations, giving voice to local and global movements with impact.”
Founded by Luca Benini in 1989, Slam Jam has “long been regarded as a pioneering force in fashion, streetwear, and sneaker culture,” according to a media statement from Authentic.
“With a reputation built on curatorial precision and cultural credibility, Slam Jam was instrumental in introducing iconic global brands to Europe and has grown into a robust powerhouse, operating at the intersection of underground culture and high fashion. From its roots on the outskirts of Ferrara, Italy, the company has maintained its uncompromising creative vision, leveraging decades of experience to influence urban subcultures and fashion movements around the world,” Authentic noted.
“Slam Jam is a proven leader and tastemaker in the global fashion and streetwear space,” said Steve Robaire, EVP of Reebok at Authentic. “Their history, credibility and connection to top retail partners make them the ideal partner to help usher Reebok into its next era. This partnership reflects a complete rebirth of our strategy, bringing Reebok to market with a sharp cultural lens and the authenticity that Slam Jam has embodied for over three decades.”
As a global brand development and licensing platform, the company said, “The partnership with Slam Jam underscores Authentic’s mission to unlock Reebok’s full potential through culturally connected relationships that deepen consumer affinity.”
Image courtesy Reebok/Authentic Brands Group
