Farfetch Launches Reebok Partnership

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

“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.”