After a period of reshuffling, Authentic Brands Group has found new partners for its Reebok operations in the U.S., Europe and the U.K.
As reported by WWD’s sister publication FN in January, Authentic has now confirmed that Galaxy Universal has taken over Reebok’s footwear operations, retail stores and e-commerce, as well as leading Reebok’s global product creation, design and sourcing.
In addition, a new joint venture between Galaxy and Batra Group, dubbed GB Brands Europe Limited, will oversee the brand’s operations across Europe and the U.K. This new venture takes over for New Guards Group (NGG), a division of Farfetch, which previously distributed Reebok footwear and apparel in Europe.
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Jarrod Weber, global president of sports and lifestyle at Authentic Brands Group, said in a statement that the decision to work with Galaxy was a “no-brainer” and that they make an “ideal partner” for Reebok.
“Their expertise in athletic footwear and innovation, combined with Batra’s excellence in apparel ingenuity and relationship building, positions Reebok for incredible success across Europe and the U.K.,” Weber said. “Together, we are creating a future where Reebok will continue to lead in performance, style, and innovation, connecting with consumers in ways that resonate globally.”
Weber added that as the company transitions from Sparc Group, which previously held the U.S. license for Reebok, the footwear brand is positioned to drive continued growth. “This partnership exemplifies our commitment to elevating the brand’s and strengthening its global position,” Weber said.
Eddie Esses, chief executive officer of Galaxy, noted that his company’s focus is to “unleash Reebok’s full potential” and to design and produce “the best athletic shoes” for customers worldwide. “We look forward to building on Reebok’s great heritage and writing the next exciting chapter of this iconic brand,” Esses commented.
Rajiv Batra, director of Batra Group, added, “We’re excited to partner with Authentic and Galaxy to take Reebok’s operations in Europe and the U.K. to the next level. Batra’s rich heritage in product development, design, sourcing, and distribution, positions us perfectly to drive Reebok’s growth across the region. Our joint venture, GB Brands Europe Limited, will ensure that Reebok’s apparel and footwear offerings resonate with consumers, creating the perfect blend of innovation and quality.”
With this deal Reebok joins Galaxy Universal’s portfolio of athletic brands including And1, Avia, Gaiam, Hi-Tec and Magnum. Galaxy is also the licensee of the Shaq, Quiksilver, Billabong, Lands’ End and Justice brands. Reebok also joins Batra’s portfolio, which includes Fila, Juicy Couture, Russell Athletic, Hunter Boots, Hi-Tec, Hoodrich, Pony and Sergio Tacchini.