Authentic Brands Group (Authentic) has entered into new partnerships for Reebok operations in the U.S., Europe and the UK.
In the U.S., Galaxy Universal (Galaxy) will take over Reebok footwear operations, retail stores and e-commerce and lead the brand’s global product creation, design and sourcing. Reebok will remain headquartered in Boston, MA.
In addition, a new joint venture between Galaxy and Batra Group (Batra), GB Brands Europe Limited, will oversee the Reebok operations across Europe and the UK.
“With the brand’s momentum continuing to build, this partnership further accelerates Reebok’s growth trajectory in 2025, following the brand’s impressive performance over the past three years,” Authentic said in a media release.
“We’re pleased to partner with Galaxy Universal and Batra Group for Reebok,” said Jarrod Weber, global president of Sports and Lifestyle at Authentic. “The decision to partner with Galaxy was a no-brainer as they bring over 40 years of experience and an unparalleled entrepreneurial spirit, making them an ideal partner for Reebok. Their expertise in athletic footwear and innovation, combined with Batra’s excellence in apparel ingenuity and relationship building, positions Reebok for incredible success across Europe and the UK.”
Weber continued, “As we transition from Sparc Group, which previously held the U.S. license, we are excited to work with our new U.S. partner, Galaxy, to strengthen Reebok’s positioning and drive continued growth. This partnership exemplifies our commitment to elevating the brand’s and strengthening its global position.”
Eddie Esses, CEO of Galaxy, stated, “I’m thrilled to add Reebok, one of the top athletic brands in the world, to our brand portfolio. As Reebok’s U.S. and global footwear operator, our focus will be to unleash Reebok’s full potential and ensure we design and produce the best athletic shoes for customers worldwide. We look forward to building on Reebok’s great heritage and writing the next exciting chapter of this iconic brand.”
Rajiv Batra, director of Batra Group, added, “We’re excited to partner with Authentic and Galaxy to take Reebok’s operations in Europe and the UK to the next level. Batra’s rich heritage in product development, design, sourcing, and distribution positions us perfectly to drive Reebok’s growth across the region. Our joint venture, GB Brands Europe Limited, will ensure that Reebok’s apparel and footwear offerings resonate with consumers, creating the perfect blend of innovation and quality.”
Image courtesy Reebok/Authentic Brands Group
