Authentic Brands Group, a Brand Management Firm Based in New York Confirms Partnership With New Guards Group for Reebok in Europe

Authentic Brands Group (ABG) has formed a long-term strategic agreement with Farfetch-owned New Guards Group to manage Reebok's European operations, luxury collaborations, and premium distribution. As a result of the relationship, brand platform New Guards, which develops, produces, and distributes premium goods, will serve as Reebok's primary operational partner in Europe. It will acquire Reebok-branded retail shops and e-commerce operations, as well as oversee the sportswear brand's wholesale distribution.

The arrangement covers footwear, sportswear, and activewear for men, women, and children, according to ABG.

Additionally, New Guard has been designated as the exclusive partner to develop, curate, and bring luxury collaborations to market, as well as to distribute premium Reebok goods to top fashion and specialty accounts in over 50 countries, including the United States, Canada, and Europe. ABG will strengthen Reebok's global reach via a strategic agreement with New Guards Group.

The Farfetch-owned organisation will also collaborate closely with Reebok Design Group (RDG), the global design centre for product design, development, and creative direction located in Boston, to foster "a cohesive brand voice and vision," further cementing ABG's worldwide strategy for the sportswear brand.

The deal becomes effective upon ABG's total acquisition of the Reebok brand. The transaction is likely to finalise in the first quarter of 2022 itself.