Reebok partner Aditya Birla to target Indian youth
Mumbai-headquartered Aditya Birla Fashion and Retail recently entered into a long-term licensing agreement with Reebok’s new owner, Authentic Brands Group (ABG), itself based in New York City.
According to the terms of the deal, which expands on an existing partnership between the two centred on other ABG brands including Forever 21, Aditya Birla will have the exclusive rights to distribute and sell Reebok-branded articles both across India and in unspecified “other ASEAN countries”. Specifically, the business will manage Reebok’s wholesale, e-commerce and physical retail distribution channels.
Managing director of Reebok’s new distributor, Ashish Dikshit, commented: “Reebok is one of the leading brands in the sporting goods industry globally and has built a very strong presence in the Indian market over the last two decades. We plan to accelerate Reebok’s business in India, combining its global appeal and salience amongst Indian youth.”
By also partnering the eponymous activewear brand’s newly formed Reebok Design Group, located in Boston, the Indian fashion firm will going forward share in all Reebok product design, development and creative direction. This will help maintain a unified brand voice and vision, the two companies said.
India’s sports and activewear segment is reportedly predicted to reach $13 billion by fiscal 2024.
