Authentic Brands Group (ABG) has announced that it has completed the acquisition of Reebok from Adidas. Becoming its biggest acquisition to date, ABG said it blazed a “new path for Reebok” that capitalizes on the brand’s heritage in sports and fashion.

“Reebok is a brand that needs no introduction,” said Jamie Salter, Founder, Chairman and CEO of ABG. “The Reebok team has done an incredible job cementing Reebok’s place in the minds and hearts of consumers. Through ABG’s operating model, Reebok will have the ability to scale and embrace its signature creativity, quality and innovation. It’s time to let Reebok be Reebok.

ABG said a key pillar of its strategy is the preservation of Reebok’s DNA and a commitment to the brand’s heritage through the formation of Reebok Design Group (RDG) in partnership with SPARC Group. RDG is the brand’s global hub for design, development and innovation for footwear and apparel service partners worldwide.

“Product has always been at the forefront of Reebok, and we are committed to maintaining the standard that fans and consumers of our brand have come to expect,” said Matt O’Toole, president of RDG. “2021 has been a banner year for Reebok and, in part, it’s thanks to our focus on iconic silhouettes that immortalize the brand. With new ownership, we have an exciting opportunity to reclaim our place in the market and take Reebok to even greater heights.

“Reebok is one of the few super brands that has permission to play in any space,” said Nick Woodhouse, President and CMO, ABG. “Its position at the intersection of fashion, sport and culture allows Reebok to be resilient while remaining true to its famous ethos and unmistakable DNA.”

To support Reebok’s global structure, ABG brought together global players to drive distribution and grow Reebok’s business in key territories. Since announcing its deal to buy Reebok in August 2021, ABG has found partners including New Guards Group, SPARC Group, Tristate, Trend Marketing, Al Boom Marine, Aditya Birla Fashion Retail Limited, The Falic Group, Accent Group, MGS, Bounty Apparel, Distrinando, SM Retail, CRC Sports, HSV Group, PT Mitra, JD Group and Foot Locker, Inc.

Photo courtesy Reebok