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May 8, 2023
Farfetch, a platform for the luxury fashion industry, has commercially launched its European partnership with Reebok. This follows the deal announced with Reebok owner, Authentic Brands Group (Authentic), in 2022.
Following its acquisition of Reebok in 2022, Authentic partnered with Farfetch to operate its business in Europe, re-platform its European e-commerce sites and drive the brand’s evolution by expanding its luxury collaboration offerings globally.
New Guards Group (NGG), a wholly owned Farfetch company, is managing the partnership. NGG has formed a new division, NGG++, to operate the Reebok brand and focus on accelerating opportunities for NGG brands’ sportswear and sneaker categories.
Cristiano Fagnani, previously chief marketing officer, NGG, has been appointed chief executive officer, NGG++. Fagnani brings over 20 years of industry experience to the role following a career at Nike, where he led energy marketing, brand experience and product collaborations.
“NGG++ is now operating Reebok across Europe, overseeing marketing and e-commerce operations, as well as driving wholesale distribution,” says Fagnani. “In addition, NGG++ has the vision to redefine the space between sport and culture to empower movement. I am excited by the opportunity to leverage the brand through luxury collaborations and new high-end products designed in Milan and made in Italy. All of this will help us accelerate wider opportunities for NGG in the sneaker and sportswear markets.”
Related:Reebok: Indelible Imprints
“We are delighted to be working with Authentic on such a beloved heritage brand,” says José Neves, founder, chairman and chief executive officer, Farfetch. “Reebok has great potential to expand into the luxury space, reigniting its loyal customer base and capturing the imagination of a new luxury global audience. Under the astute and energetic guidance of Cristiano and the NGG++ team, we believe this partnership will unlock huge value for the brand and for Farfetch. Launching the partnership with Reebok is an important execution milestone in Farfetch’s plans for 2023. We are delighted that the NGG++ and Farfetch Platform Solutions teams have ensured Reebok’s wholesale and e-commerce operations are up and running on time and on budget. We look forward to delivering on further milestones for Reebok throughout our partnership.”
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