Reebok and Sport Club Guadalajara have inked a strategic partnership between the global sports brand and Mexican soccer team Chivas Rayadas that will commnce in July 2004. Under the terms of this strategic alliance, Reebok will provide head-to-toe uniforms for the players and will have the exclusive rights to supply and market all on-field apparel including practice gear, warm-ups, and authentic and replica jerseys.

Reebok will also design, manufacture, sell and market all licensed merchandise for the Chivas. A unique collection of casual fan apparel will also be developed featuring both Chivas and Reebok logos. In addition, a special Reebok flagship store will open in May 2004 in Guadalajara featuring Chivas branded products.

One of the most prestigious and successful sports teams in Mexico, the Chivas have won ten league professional titles and thirteen titles within the amateur ranks. The team has also won two “World Cup” titles, has been named the “Champion of Champion” eight times and has won two “CONCACAF Champion” titles.

“Partnering with a global brand leader such as Reebok puts Sports Club Guadalajara on the right path for success,” said Jorge Vergara, owner of the Sport Club Guadalajara. “The Chivas team has tremendous popularity in Mexico and now with Reebok as a strategic partner, awareness is sure to increase around the world.”

Reebok's strategic objective is to align itself with the top sports teams in the world. “Reebok is thrilled to partner with such an international soccer powerhouse,” says Tom Shine, Reebok's senior vice president of global sports marketing. “By partnering with the Chivas, we will increase our brand awareness and visibility among a new generation of soccer fans around the globe.”

The Chivas join Reebok's roster of premier global soccer teams such as Liverpool Football Club, Manchester City United Football Club, West Ham United Football Club and the Bolton Wanderers of England, the Hearts of Midlothian of Scotland, the Sporting Lisbon of Portugal, the Colo Colo of Chile and the Sport Saprissa of Costa Rica.