ABG unveils strategy for Reebok
07/12/2021
Authentic Brands Group (ABG), the new owner of Reebok, has signed a long-term strategic partnership with SPARC Group to become the core licensee and operating partner for Reebok in the US.
SPARC will oversee sourcing, manufacturing, branded retail stores, e-commerce operations and wholesale distribution.The addition of Reebok will increase SPARC’s store count to 1,600, grow its e-commerce platform to more than $1 billion and bring its total retail sales to approximately $5.5 billion.
SPARC will also serve as the global hub for the newly created Reebok Design Group (RDG), which will be responsible for all design, development, innovation and creative services.
All of these functions will continue to run out of Reebok’s global headquarters in Boston, led by president Matt O’Toole and general manager of product Todd Krinsky.
Jamie Salter, CEO of ABG, said: “Reebok is the most monumental acquisition in ABG’s history.
“Because of the reach of Reebok’s business around the globe, an essential part of the strategy was to maintain the brand hub that supports and guides a global partner network to preserve and nurture the brand’s heartbeat and unmistakable DNA. Starting with SPARC for the US, we are assembling a network of strategic operating partners around the world who are committed to supporting the brand’s innovation, integrity and values.”
Marc Miller, CEO of SPARC, added: “This strategic agreement adds footwear as a transformative new vertical to SPARC’s expanding brand platform, with pillars including Lifestyle and Fashion, comprised of Nautica, Aéropostale, Lucky Brand and Forever 21; American Luxury, which boasts Brooks Brothers; and Sports and Outdoor, newly anchored by Reebok and complemented by Eddie Bauer.”
ABG has also signed leading partners for key regions, including The Falic Group for Latin America excluding Mexico, Brazil and Argentina, Accent Group Limited for Australia and New Zealand and MGS for Israel.
Share this story:
