The Authentic Brands Group plans the expansion of your Reebok brand in the USA, Canada and in Central and Eastern Europe. A new strategic partnership with Slam Jam is planned for this. The premium lifestyle company and the distributor will work with the global design and delivery center of the sports clothing brand, RDG. The aim is to establish the brand with important global retail partners, as stated in a press release on Tuesday.
Luca Benini, who founded Slam Jam in 1989, said that the company is looking forward to starting this trip with a brand that has been shifting the limits of culture, sport and lifestyle for generations. The partnership is another step in Authentic’s mission to expand the global presence of Reebok.
This time the focus is on the development of new retail options, which are in line with the local communities of the respective markets. For Steve Robaire, EPP Reebok at Authentic, Slam Jam is the ideal partner to lead Reebok into a new era with its history, credibility and connection to leading retailers. This partnership reflects a complete realignment of the strategy, Robaire continues. Reebok is repositioned with a sharp cultural view and the authenticity that Slam Jam has been embodied for over three decades.
Since the takeover of Reebok by Adidas in 2022, Authentic has started to integrate its license model for third -party providers into the core structure of the sports clothing brand. Appropriate contracts have been concluded in various regions in order to further expand the international presence of Reebok.
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