Another sports group in Authentic’s sights
Parent company of Reebok, Authentic Brands Group, has made a binding offer to purchase global action sports and lifestyle company Boardriders.
The acquisition is subject to a consultation exercise among Boardriders employee representatives. If approvals are secured, Authentic said it expected the acquisition to be complete in the third quarter this year.
If successful, the deal would bring brands including Quiksilver and Billabong into Authentic’s ownership.
“We are proud of our deep connection to the global action sports community, industry-leading brands and world-class teams,” said Boardriders chief executive, Arne Arens. “Under Authentic’s ownership, Boardriders will be uniquely positioned to expand the reach of our iconic brands to millions of consumers.”
