Authentic Brands Group announced that it has formed a long-term strategic partnership for the Reebok brand with New Guards Group, a brand platform for luxury design, production and distribution, owned by Farfetch Limited.   

The partnership names New Guards as the core operating partner for Reebok across Europe, where it will take on Reebok’s branded retail stores and e-commerce operations and drive wholesale distribution for the brand. The agreement includes footwear, sportswear and activewear for men, women and kids. The deal also appoints New Guards as the exclusive partner to create, curate and bring-to-market luxury collaborations and to distribute premium Reebok products to leading fashion and specialty accounts in more than 50 countries including the U.S., Canada and across Europe. 

“This is a monumental moment for Reebok and ABG,” says Jamie Salter, founder, chairman and chief executive officer, ABG. “We are thrilled to partner with New Guards on Reebok’s European distribution and add their expertise in luxury to Reebok. As an industry powerhouse, New Guards is a respected authority in fashion and luxury with impressive global technology distribution capabilities. Together, we will elevate Reebok’s legacy of product innovation, introducing game-changing collaborations and distributing premium products to consumers in key markets across the globe.” 

New Guards will partner closely with Reebok Design Group (RDG), the Boston-based global design hub for product design, development and creative direction to drive a unified brand voice and vision.  

“Reebok is an iconic brand, who has inspired, served, and connected athletes and consumers across the world for generations. At the intersection of sport and culture, it has constantly shaped new expression of style, through product innovation, creativity and unique collaborations, on all fields,” says Davide de Giglio, chairman and chief executive officer, New Guards Group. “We are thrilled to be working with the team at Reebok and to partner with ABG to craft the future journey of the brand through this first-of-its-kind deal. We have so many fresh ideas to infuse into the brand and look forward to the huge potential for growth ahead.” 

The agreement becomes effective upon the completed transfer of ownership of the Reebok brand to ABG. The deal is expected to close in the first quarter of this year.