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Authentic Brands Group Inks Partnership with New Guards Group for Reebok’s Operations in Europe

Authentic Brands Group announces Reebok partnership with New Guards Group.
Authentic Brands Group announces Reebok partnership with New Guards Group. (ABG)
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The long-term partnership names New Guards Group the core operating partner for Reebok’s retail, e-commerce and wholesale channels in Europe. New Guards, a Farfetch subsidiary and operator of brands such as Off-White and Palm Angels, will also oversee Reebok’s future collaborations and distribute the resulting products worldwide.

Authentic Brands Group (ABG), a licensing company that owns labels such as Barneys New York, Brooks Brothers and Juicy Couture, acquired Reebok from Adidas last summer.

“This is a monumental moment for Reebok and ABG,” Jamie Salter, ABG’s founder and chief executive, said in a statement. “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.”

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About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

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