Authentic Brands Group Announces LF as Strategic Partner for Reebok in South Korea

LF will have the rights to distribute Reebok products throughout South Korea.

April 19, 2022

ABG

Authentic Brands Group (ABG) and LF Corp. (LF), a lifestyle-focused company, have signed of a long-term partnership agreement, which grants LF the exclusive rights to distribute and sell Reebok apparel and footwear for men, women and kids, through wholesale, e-commerce and Reebok-branded retail stores in South Korea. Reebok currently has over 30 points of sale throughout South Korea.

“We are honored to welcome Reebok into our portfolio,” says Soung Kim, general manager, head of Reebok division, LF. “Reebok has a celebrated heritage, and we are excited to bring those elements to our consumers in an authentic and meaningful way. With more than 40 years of experience in the fashion industry, we are poised to expand Reebok’s presence across the region.”

Through the new agreement LF will leverage Reebok’s fitness heritage and deploy a head-to-toe strategy that provides consumers with Reebok each season as it engages in the fast-growing sports, activewear and outerwear segments.

This partnership

furthers ABG’s global Reebok strategy of assembling a network of core operating partners around the world who are committed to driving innovation and growth while upholding the brand’s integrity and values. LF will partner with Reebok Design Group (RDG), the newly established global brand hub based in Boston, on all men’s, women’s, and kids’ footwear and apparel design, development, innovation and creative direction to drive a unified brand voice and vision.

“LF is a leading operator in South Korea and has proven expertise in developing and operating global lifestyle brands across the region,” says Corey Salter, chief operating officer, ABG. “We are pleased to partner with LF as we are confident in their ability to grow Reebok’s position in South Korea while retaining the brand’s unique DNA.”