Authentic Brands Group (ABG) continues to provide details on its plans for Reebok, a brand it acquired from Adidas in March 2022. Representatives for the brand have repeatedly emphasized the importance of collaborations, a strategy underscored by Natasha Fishman, ABG’s executive vice president of marketing.
In an exchange with Footwear News Fishman explained, “From a business perspective, it is absolutely to leverage collaborations and partnerships to help elevate the brand, to help drive relevancy for the brand.”
The company also plans to highlights Reebok’s roots as a woman’s brand. “I think growing the women’s business is important in terms of just expanding our foothold in active as well as lifestyle. There’s very thoughtful parallel paths there, and then there’s also an intersection of those two components,” said Fishman