Authentic Brands Group Finalizes Acquisition of Reebok

Authentic Brands Group (ABG) announced it has completed the acquisition of Reebok from adidas. As it ushers in its largest acquisition to date, the global brand development, marketing and entertainment company is charting a new path for Reebok. 

“Reebok is a brand that needs no introduction,” says Jamie Salter, founder, chairman and chief executive officer, ABG. “The Reebok team has done an incredible job of cementing Reebok’s place in the minds and hearts of consumers. Through ABG’s operating model, Reebok will have the ability to evolve and embrace its iconic creativity, quality and innovation. It’s time to let Reebok be Reebok.” 

With Reebok, ABG is taking a page from its playbook, connecting strong brands with partners and a global network of operators, distributors and retailers to optimize value in the marketplace. An essential pillar of ABG’s strategy is preserving Reebok’s DNA and a commitment to the brand’s heritage through the formation of Reebok Design Group (RDG) in partnership with SPARC Group. RDG is the global brand hub for the design, development and innovation for footwear and apparel servicing partners around the world. 

“Product has always been at the forefront of Reebok, and we are committed to upholding the standard that our brand fans and consumers have come to expect,” says Matt O’Toole, president, RDG. “2021 was a banner year for Reebok, and in part that was a credit to our focus on the iconic silhouettes that immortalize the brand. Under new ownership, we have an exciting opportunity to reclaim our place in the market and take Reebok to even greater heights.” 

“Reebok is one of the few super brands that has the permission to play in any space,” says Nick Woodhouse, president and chief marketing officer, ABG. “Its position at the intersection of fashion, sports and culture allows Reebok to be elastic while staying true to its celebrated ethos and unmistakable DNA.” 

To support the new global structure for Reebok, ABG has assembled a roster of players from around the world who will drive distribution and further Reebok’s business in key territories while upholding the brand’s integrity and values. Since announcing its definitive agreement to purchase Reebok in August 2021, ABG has secured a slate of partners including New Guards Group, SPARC Group, Tristate, Trend Marketing, Al Boom Marine, Aditya Birla Fashion Retail Limited, The Falic Group, Accent Group, MGS, Bounty Apparel, Distrinando, SM Retail, CRC Sports, HSV Group, PT Mitra, JD Group and Foot Locker.