Authentic Brands inks new distribution deal for Reebok across North America and Europe
Authentic Brands Group announced on Monday a new distribution deal for its Reebok brand across North America and Europe.
The New York-based brand management firm has tapped Slam Jam, a European premium lifestyle company, to expand Reebok's presence across the United States, Canada, Central, and Eastern Europe.
Through the partnership, Slam Jam will work in close coordination with RDG, the Reebok's global design hub and supplier, ensuring the sportswear brand reaches consumers through key global retail partners, according to a press release.
'Slam Jam is a proven leader and tastemaker in the global fashion and streetwear space,' said Steve Robaire, EVP, Reebok at Authentic.
'Their history, credibility, and connection to top retail partners make them the ideal partner to help usher Reebok into its next era. This partnership reflects a complete rebirth of our strategy, bringing Reebok to market with a sharp cultural lens and the authenticity that Slam Jam has embodied for over three decades.'
Founded by Luca Benini in 1989, Italy-based Slam Jam has introduced several global brands to Europe, evolving into a retail player that intersects underground culture and high fashion.
'We are thankful and excited to embark on this journey together with Authentic and Reebok. The brand has been pushing the edges of culture through sport and lifestyle for generations, giving voice to local and global movements with impact,' said Benini.
Last month, Reebok announced the appointment of Jide Osifeso to the role of head of basketball.
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