American Authentic Brands Group completes acquisition of Reebok
02.03.2022 3456

American Authentic Brands Group completes acquisition of Reebok

Authentic Brands Group (ABG) has announced the completion of its acquisition of Reebok from adidas. 

“Reebok is a brand that needs no introduction. The Reebok team has done an incredible job of cementing Reebok's place in the minds and hearts of consumers. Through the ABG operating model, Reebok will have the opportunity to evolve and leverage its iconic creativity, quality and innovation. It's time to let Reebok be Reebok,” said ABG founder, chairman and CEO Jamie Salter. 

ABG stressed the importance of preserving Reebok's DNA, recalling the role of the Reebok Design Group (RDG), formed in partnership with ABG's subsidiary Sparc Group. Reebok Design Group will be the global brand hub for design, development and innovation in footwear and apparel. 

“Product has always been at the center of Reebok's focus and we are committed to maintaining the standards our brand's fans and consumers expect. 2021 has been a big year for Reebok, and it's partly due to our focus on the brand's iconic silhouettes. With the new owner, we have a great opportunity to regain our place in the market and take Reebok to even greater heights,” said RDG President Matt O'Toole. 

To develop business, Reebok ABG attracts major market players around the world. The brand's partners currently include SPARC Group, Tristate, Trend. Marketing, Al Boom Marine, Aditya Birla Fashion Retail Limited, The Falic Group, Accent Group, MGS, Bounty Apparel, Distrinando, SM Retail, CRC Sports, HSV Group, PT Mitra, JD Group, Foot Locker and most recently joined the project New Guards Group, which will become the main operator of Reebok in Europe.

Authentic Brands Group (ABG) has announced the completion of its acquisition of Reebok from adidas.
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