ABG Announces Al Boom Marine as Reebok's Operating Partner in GCC, MENA 

The deal will help distribute footwear, activewear and sportswear for men and women throughout both regions. 
License Global

January 27, 2022

Authentic Brand Group logo
Authentic Brand Group

Authentic Brand Group (ABG) has announced that Al Boom Marine (ABM), a company under the Scope Investment portfolio, will become Reebok's operating partner in Gulf Cooperation Council (GCC) and the Middle East, including Iraq and Lebanon and North Africa including Algeria, Egypt and Morocco.  

The agreement includes footwear for men, women, and kids and activewear and sportswear for men and women. ABM is a premium operator of more than 40 global brands, 60 retail stores, and 300-plus active wholesale accounts throughout the GCC and the Middle East and North Africa (MENA) region. They specialize in retail and distributing lifestyle products, including footwear, eyewear, apparel and accessories. ABM will partner with Reebok Design Group (RDG), the brand's global hub for product design, development, innovation, and creative direction as part of the agreement. 

"Our partnership with Al Boom Marine cements our strategic plan to expand Reebok's presence in the Middle East and North Africa region,"

says Corey Salter, chief operating officer, ABG. "Together we will enhance Reebok's strong appeal with a core and growing consumer base and drive brand growth in this important market." 

"This year Al Boom Marine turns 35 and we are pleased to celebrate this milestone by adding Reebok to our growing brand portfolio," says Leonard Erlank, chief operating officer, Al Boom Marine. "Our company is experiencing rapid growth and we are proud to align with ABG, who has chosen to partner with us on this incredible athletic lifestyle brand." 

This agreement becomes effective upon the completed transfer of ownership of the Reebok brand from adidas to ABG. The deal is expected to close in the first quarter of 2022. 

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