Authentic Brands Group (Authentic) reported it signed a ten-year licensing contract with The CCC Group (CCC), a footwear company, for Reebok in Central and Eastern Europe.

“We are delighted to expand our partnership with The CCC Group for Reebok, an irreverent sports culture brand with a loyal and active global audience,” said Henry Stupp, president of Lifestyle EMEA and India, Authentic. “CCC’s regional retail expertise and deep understanding of the consumer demand provides Reebok with the opportunities and resources needed to gain market share and generate engagement across this important region. We look forward to working closely with CCC’s management team to further extend Reebok’s global footprint.”

Under the terms of the contract, with an option to extend for another decade, the CCC Group can purchase products direct from Reebok’s factory, sell them through their channels (CCC, HalfPrice, eobuwie.pl, and Modivo), and distribute them through mono-brand stores. CCC has about 1,000 stores. CCC Group can also run retail stores, shop-in-shop kiosks and outlets for Reebok and is now one of its top three retail players holding licenses for the brand in Europe. 

The deal covers all key Reebok product categories: footwear, clothes, bags, and luggage.

The CCC Group’s license further includes the right to use the Reebok trademark for advertising and promotion.

“We are thrilled to join Authentic’s esteemed network of partners for Reebok. For CCC, this agreement provides access to an even wider range of iconic Reebok products. We look forward to incorporating Reebok products in all the 28 markets covered by the Group and within each of our business lines,” said Dariusz Miłek, CEO of The CCC Group.

The CCC Group also signed a licensing agreement with Authentic to distribute Nine West women’s shoes and is negotiating further cooperation on Authentic’s brands.

Authentic’s brand portfolio includes Marilyn Monroe, Elvis Presley, Muhammad Ali, Shaquille O’Neal, David Beckham, Dr. J, Greg Norman, Neil Lane, Thalia, Sports Illustrated, Reebok, Brooks Brothers, Barneys New York, Judith Leiber, Ted Baker, Hunter, Vince, Hervé Léger, Hickey Freeman, Frye, Nautica, Juicy Couture, Vince Camuto, Lucky Brand, Aéropostale, Forever 21, Nine West, Eddie Bauer, Spyder, Volcom, Shark, Tretorn, Prince, Airwalk, Izod, Jones New York, Van Heusen, Hart Schaffner Marx, Arrow, and Thomasville.

Photo courtesy CCC