Authentic Brands Group announced an extension to its long-term partnership with Focus Brands, the brand licensing division of Hela Apparel Holdings PLC, for Reebok. As part of the expanded agreement, Focus Brands will design, manufacture and distribute Reebok-branded outerwear across the UK and Europe.
“We look forward to expanding our relationship with Focus Brands and Hela to build Reebok’s presence in the premium, technical outwear category across the UK and Europe,” said Henry Stupp, president of Lifestyle, EMEA region and India at Authentic. “This partnership will elevate the brand’s offerings and bring a fresh, innovative approach to our product lineup, enhancing our appeal to consumers and solidifying our market position.”
Reebok’s outerwear category includes outdoor jackets, soft shells, bonded fleeces, and padded jackets for products for men, women and kids. Authentic will sell the products at specialty retailers, department stores and e-commerce platforms in the UK and Europe.
“Our team has been working closely with Authentic Brands Group for the past three years as the brand licensing partner for Nautica in the UK and Europe,” said Focus Brands CEO Ray Evans. “This agreement with Reebok is an exciting opportunity to further strengthen our relationship with the Authentic team, and we are looking forward to bolstering Reebok’s presence in the outerwear category through a strategically structured long-term plan, capitalizing on the Hela Group’s manufacturing capabilities.”
The partnership expands Focus Brands’ relationship with Authentic and is reportedly the “first major milestone for the Hela Group since its acquisition of Focus Brands in January 2024.”
Image courtesy Reebok
