Authentic Brands Group (Authentic), has partnered with Source Sport Limited T/A Sports Hub Group (SHG), a brand licensee, for the Reebok brand in the UK and Ireland. Through the partnership, SHG will manufacture and distribute Reebok-branded soccer and basketball team training apparel, uniforms, sportswear, training accessories, and souvenirs for men, women, boys, and girls. Footwear is not part of the license.

“Together with SHG, we are expanding Reebok’s performance apparel offerings,” said Steve Robaire, EVP of Reebok, Authentic. “This partnership comes at a great time for Reebok as we further extend our global footprint to reclaim the brand’s rightful place in sports culture.”

Te partnership is expected to deliver an expanded range of Reebok apparel that aligns with consumers’ active lifestyles in the region

“We are delighted to partner with Authentic on Reebok, a brand that is synonymous with sporting excellence,” said John Carden, managing director of SHG. “We believe we can offer a truly unique service and product offerings. This will allow us to re-introduce Reebok into the sports market and utilize our product development and distribution expertise to achieve ambitious growth targets for the brand.

Image and logo courtesy Authentic / Reebok