Late last year, we saw adidas offer Reebok to Authentic brands group in an unmatched step for $2.5 billion. Now, just two months into 2022, Authentic brands group as well as new Guards group have introduced a calculated partnership with the intent of growing the Reebok brand.
For those unfamiliar with new Guards Group, it’s the holding business behind such worldwide brands as palm Angels, Off-White as well as Ambush, so it’s likely Reebok will be in risk-free hands as the group assumes the setting of core operating partner across Europe.
As part of this most current partnership, we will see new Guards group takeover Reebok’s brand brick as well as mortar locations, all e-commerce operations as well as finally, wholesale distribution. In addition, complying with the success of the Reebok x Maison Margiela collaboration, NGG will now lead any type of brand works relating to new collaborations.
The group has already expressed its really hopes of establishing additionally high-end collaborations, so we might be in for some severe Reebok warm before we understand it. The contract between Authentic brands group as well as new Guards group will come into impact upon the full transfer of ownership to ABG, which is expected to occur sometime within the coming months. In other news, Y-3 taps football legend Zinedine Zidane for its “20 Years: Re-Coded” campaign.