Authentic Brands Group (ABG) has announced it will partner with Farfetch-owned New Guards Group on Reebok‘s premium collaborations and distribution in Europe. The move is the first indication that ABG plans to continue producing higher-priced Reebok footwear with more premium distribution.
New Guards Group will manage Reebok’s European branded retail and online stores and manage wholesale distribution. The Milan-based house of brands, which includes Palm Angels and Heron Preston, will also direct Reebok’s collaborations and distribute the product globally.
Commenting on the deal, ABG CEO Jamie Salter stated, “This is a monumental moment for Reebok and ABG. We are thrilled to partner with New Guards on Reebok’s European distribution and add their expertise in luxury to Reebok. As an industry powerhouse, New Guards is a respected authority in fashion and luxury with impressive global technology distribution capabilities. Together we will elevate Reebok’s legacy of product innovation, introducing game-changing collaborations and distributing premium products to consumers in key markets across the globe.”
Reflecting on what’s in it for Farfetch, Giorgio Belloli, chief commercial and sustainability officer for the company eplained, “We believe this partnership will also create significant buzz and organic traffic to the Farfetch marketplace where customers from around the world will be able to discover some of the most exciting collaborations to come.”
The decision to partner with New Guards Group on collaboration management provides some backdrop on what lead Reebok global creative director Kirby Jean Raymond to announce he would step down from the role on March 1, 2022.
Since the Adidas sale of Reebok was announced, Authentic Brands Group has been on a tear, announcing multiple licensing and retail partnership. Recently the company let it be known it had partnered with Foot Locker on an exclusive on Allen Iverson and Shaquille O’Neal’s signature basketball line.