The US fashion and media group Authentic Brands Group LLC (ABG) is already laying the groundwork for its designated new addition, Reebok. On Monday, the company announced the conclusion of a comprehensive sales partnership with the British retail group JD Sports Fashion Plc.
Accordingly, the retailer will offer an enlarged Reebok range in more than 2,850 branches and the associated online stores from autumn next year. The agreement applies to all concepts of the JD Group in North America and Europe, announced ABG. The British group includes the retail chains JD, Finish Line, DTLR, Shoe Palace, Size, Sprinter and SportZone.
“We are honored to welcome JD to our strategic network of retail partners who are committed to supporting Reebok’s brand integrity, vision and values,” said Jamie Salter, CEO of ABG, in a press release. The partnership consolidates the label’s position with an important global retailer.
Even before the new agreement was signed, JD Sports had Reebok products in its range. Through the partnership, the group has now “expanded the support of the brand,” said Salter. “The renewed commitment to lead the brand in the North American and European branches speaks volumes for the cultural influence of the label.”
In August, ABG reached an agreement with the German sporting goods company Adidas AG to take over Reebok for 2.1 billion euros. The transaction is expected to close in the first quarter of 2022. The partnership with JD Sports that has now been announced is an important step for the future owner to consolidate the brand’s presence in the international sporting goods trade.