The American fashion and media group Authentic Brands Group LLC (ABG) presented new partners for the operational activities of his Reebok sports brand on Wednesday.
Accordingly, the US group Galaxy Universal will take over global product development and sourcing from Reebok as well as the shoe store and retail sales in the USA.
So far, Reebok’s US activities have been managed by the Sparc Group, a joint venture from Authentic Brands Group with the Simon Property Group and the Fast-Fashion provider Shein. In the course of Sparc’s recent merger with the clothing dealer JC Penney to the group of companies Catalyst Brands, the US license was sold.
A new joint venture from Galaxy Universal and the Batra Group takes over the reebok sales in Europe
GB Brands Europe Limited, a specially founded joint venture between Galaxy Universal and the Batra Group, takes over the reebok activities in Europe and Great Britain. “After the impressive results of the brand in the past three years, this partnership will continue to accelerate Reebok’s growth in 2025,” said Authentic Brands Group.
Previously, the Italian New Guards Group had been responsible for the sales of Reebok in Europe since 2022. Due to financial inconsistencies after taking over her parent company Farfetch by the retailer Coupang, the license agreement had already been canceled last autumn, according to press reports.
The Authentic Brands Group had acquired Reebok from Adidas in 2022
Jarrod Weber, the Global President, Sports and Lifestyle at Authentic Brands Group, explained why the choice fell on the two new partners. “We look forward to working with Galaxy Universal and the Batra Group for Reebok,” he said in a statement. “The decision for a partnership with Galaxy was obvious because they bring more than 40 years of experience and an incomparable entrepreneurial spirit, which makes them an ideal partner for Reebok.”
The combination of Galaxy’s expertise in the areas of sports shoes and innovation with the qualities of Bartra in the development of clothing and the establishment of partnerships will be able to be “incredibly successful” in Europe and Great Britain, according to Weber.
The Authentic Brands Group had acquired Reebok in 2022 for more than two billion euros from the German sporting goods group Adidas. The group also includes numerous other well -known brands such as Champion, Nautica, Eddie Bauer, Aéropostale, Lucky Brand, Juicy Couture, Quiksilver, Billabong, Sperry, Hunter and Ted Baker.