Focus Brands Signs with ReebokFocus Brands Signs with Reebok
Focus Brands will design, source and distribute Reebok outerwear in the U.K. and Europe.
July 25, 2024

Focus Brands, the brand licensing division of Hela Apparel Holdings, has announced an exclusive long-term licensing partnership with Reebok to design, source and distribute Reebok-branded outerwear products for adults and kids in the U.K. and Europe.
Part of Authentic Brands Group, Reebok has a rich heritage across various active pursuits. The addition of Reebok to the Focus Brands portfolio expands the company’s existing strategic relationship with Authentic Brand Group and marks the first major milestone for the Hela Group since its acquisition of the company in January.
“Our team has been working closely with Authentic Brands Group for the past three years as the
brand licensing partner for Nautica in the U.K. and Europe,” says Ray Evans, chief executive officer, Focus Brands. “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.”
Focus Brands will serve as Reebok’s exclusive brand licensing partner in the U.K. and Europe for its
outerwear category, which covers products for men, women and kids, including outdoor jackets, soft shells, bonded fleeces and padded jackets. The products are expected to be sold across specialty sports stores, major department stores and e-commerce platforms in the region. Focus Brands will be responsible for all aspects of design, sourcing, marketing and distribution.
“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 U.K. and Europe,” says Henry Stupp,
president, lifestyle, EMEA and India, 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.”
The partnership marks the expansion of Focus Brands’ existing strategic relationship with Authentic
Brands, and is the first major milestone for the Hela Group since its acquisition of Focus Brands
this January. The new licensing agreement with Reebok is a further step forward in the Group’s
strategy to grow Focus Brands into a world-leading brand management company supported by the
Hela Group’s agile manufacturing solutions.
“The addition of Reebok to the Focus brand portfolio is a very exciting step for the company,” says Richard Marshal, chief product officer Focus Brands. “We are looking forward to taking the lead on Reebok Outerwear in the U.K. and Europe and can’t wait to share our first collection launching in Q4, just in time for peak.”
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