The US fashion and media group Authentic Brands Group LLC (ABG) has found another licensing partner for its Reebok brand.
On Thursday, the company announced the conclusion of a corresponding agreement with the British textile producer Source Sport Limited, which operates under the name Sports Hub Group (SHG). In the future, SHG will manufacture and distribute Reebok-branded football and basketball clothing in Great Britain and Ireland, the company said. The license agreement therefore covers, among other things, categories such as training and game clothing, sportswear and accessories for women, men and children.
The range expansion comes as part of the group’s efforts to return the Reebok brand, which was acquired in spring 2022, “to its rightful place in sports culture”. Team sports play a key role in this. Basketball legend Shaquille O’Neal was appointed President of Basketball last fall in order to strengthen Reebok’s importance in the globally popular sport.