The luxury fashion platform Farfetch starts with the European distribution of Reebok.
Farfetch now oversees all of Reebok’s marketing and e-commerce activities, as well as wholesale distribution in Europe. The aim is to promote the development of the brand by expanding the range of luxurious collaborations worldwide, the British luxury fashion platform announced on Wednesday. In addition, the European e-commerce websites of the US sports goods retailer were redesigned as part of the reorganization.
New division takes over Reebok businesses
The New Guards Group, which belongs to Farfetch, is responsible for handling the Reebok business. A new division was also created within the group to manage the Reebok license and continue to grow the sportswear and sneakers business. This is called NGG++ and is managed by Cristiano Fagnani. The designated CEO already has experience with sportswear, having previously worked for Nike, where he was responsible for the areas of energy marketing, brand experience and product collaborations. Most recently, he held the role of Chief Marketing Officer with the New Guards Group.
“NGG++ now operates Reebok across Europe and is responsible for the marketing and e-commerce activities as well as wholesale distribution,” said Fagnani. “In addition, NGG++ has the vision to redefine the space between sport and culture to enable movement.”
The partnership between the US fashion and media group Authentic Brands Group LLC (ABG) and the New Guards Group was announced in February 2022, shortly after ABG acquired Reebok.
“Since announcing our partnership last year, I have been incredibly impressed by the energy, passion and opportunity that the teams at NGG and FARFETCH have already brought to the table,” said Reebok CEO Todd Krinsky. “Our Botter x HP concept sneakers, launched at Paris Fashion Week earlier this year, were a great indicator of everything to come and we can’t wait to unveil more collaborations and innovations that build on the legacy of the brand and enhance Reebok’s global appeal.”