From the latest announcements, news and events to original content and storytelling from Authentic and our portfolio of brands

 
WHAT'S NEW
Shaquille O’Neal, Authentic Brands Group & TNT Sports’ DUNKMAN to Expand in 2027, Introducing Team Competitions, Junior Division & Global Regional Qualifiers Series
Shaquille O’Neal, Authentic Brands Group & TNT Sports’ DUNKMAN to Expand in 2027, Introducing Team Competitions, Junior Division & Global Regional Qualifiers Series
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Authentic Expands Lee's Global Operating Network Through Partnership with HiMaxx in China's Mainland, Hong Kong SAR and Macao SAR
Authentic Expands Lee's Global Operating Network Through Partnership with HiMaxx in China's Mainland, Hong Kong SAR and Macao SAR
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Reebok Welcomes Hilary Duff as Its Newest Ambassador
Reebok Welcomes Hilary Duff as Its Newest Ambassador
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Authentic Partners with Drake to Scale OVO Globally
Authentic Partners with Drake to Scale OVO Globally
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Champion and Ted Baker Launch Collections inspired by the World of Netflix’s The Gentlemen
Champion and Ted Baker Launch Collections inspired by the World of Netflix’s The Gentlemen
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Authentic Expands Its Global Ecommerce Ecosystem Through Strategic Partnership with Luzern eCommerce
Authentic Expands Its Global Ecommerce Ecosystem Through Strategic Partnership with Luzern eCommerce
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Authentic Completes Acquisition of Care Bears, Establishing New Character Entertainment Vertical
Authentic Completes Acquisition of Care Bears, Establishing New Character Entertainment Vertical
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Ted by Ted Baker Reimagines British Menswear for a New Generation
Ted by Ted Baker Reimagines British Menswear for a New Generation
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Champion Announces Global Partnership With International Icon V of BTS
Champion Announces Global Partnership With International Icon V of BTS
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Lucky Brand Announces Charlie Puth as New Brand Ambassador Celebrating the Brand’s Enduring Connection to Music
Lucky Brand Announces Charlie Puth as New Brand Ambassador Celebrating the Brand’s Enduring Connection to Music
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Billabong Expands into Men’s Fragrance and Personal Care with Broken Top Brands
Billabong Expands into Men’s Fragrance and Personal Care with Broken Top Brands
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Authentic Unveils New Partner Network to Drive GUESS' Next Chapter Across North America
Authentic Unveils New Partner Network to Drive GUESS' Next Chapter Across North America
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Hunter and Dunlop Protective Footwear Announce Partnership to Introduce the First-Ever Hunter Safety Boot in the US and Canada
Hunter and Dunlop Protective Footwear Announce Partnership to Introduce the First-Ever Hunter Safety Boot in the US and Canada
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Authentic and Experience Group Announce Strategic Partnership for Lee® Across Europe
Authentic and Experience Group Announce Strategic Partnership for Lee® Across Europe
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Authentic Signs Definitive Agreement to Acquire Care Bears, Expanding its Entertainment Platform into Character IP
Authentic Signs Definitive Agreement to Acquire Care Bears, Expanding its Entertainment Platform into Character IP
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Authentic and One Jeanswear Group Announce Strategic Partnership for Lee® in the U.S. and Canada
Authentic and One Jeanswear Group Announce Strategic Partnership for Lee® in the U.S. and Canada
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PRESS RELEASES
Stories
NEWS ARCHIVE
 

"Authentic's reach is undeniable." — Drapers

"An Authentic powerhouse." — Forbes

"Reviving a broken brand is no easy task...Authentic Brands Group has done it again and again." — Business of Fashion

"Authentic's reach is undeniable." — Drapers "An Authentic powerhouse." — Forbes "Reviving a broken brand is no easy task...Authentic Brands Group has done it again and again." — Business of Fashion

@reebokpanama returns to the world stage. As Panama’s official team kit sponsor, Reebok has unveiled custom home, away and third jerseys designed to celebrate sport, style and national pride. Featuring retro-inspired design accents that nod t
At this year’s NRF 2026: Retail’s Big Show APAC in Singapore, our very own VP, Entertainment - APAC Sarah (Tiantian) Wang joined the keynote speaker program for a conversation with Brian Walker, Chairman & Founder of Retail Doctor Gro
This week, Authentic led some of the biggest moments in culture across entertainment, sports and fashion, with activations, exhibitions and global popups honoring the @marilynmonroe centennial. @reebok introduced new brand ambassador @belmontcameli a
Quiksilver and Sports Illustrated partnered with the NorthStar SailGP Team for the Mubadala New York Sail Grand Prix, bringing the brands’ shared spirit of performance, innovation and adventure to one of sailing’s premier events. The sto
Happy 100th birthday to the one and only @marilynmonroe. From @variety paying tribute to Monroe’s legacy with a special-edition issue, @genesishousenyc debuting the exhibit “Manifesting Marilyn: The Making of an Icon”, the @academ
This week, Authentic continued to make waves across sports, entertainment and culture, from @siresorts breaking ground in Tuscaloosa, Alabama with @travelleisureco, to @guess bringing the @marilynmonroe legacy to the famed @rinascente Rinascente Mila
Adventure looks good on this crew 🏜️ Eddie Bauer headed to Moab, Utah, with an incredible group of creators to celebrate the new Eddie Bauer Adventure Club, an outdoors-inspired hospitality concept in partnership with Travel + Leisure Co. From a s
Authentic showed up big this week across culture, business and beyond. From a leadership milestone with @jamiejsalter transitioning to Founder and Executive Chairman and elevating @maddox_matt to President and CEO, to the opening of our new LATAM HQ
We celebrated the grand opening of our new Mexico City headquarters with 100+ partners, colleagues and retailers, and made it a full brand experience. Guests enjoyed craft cocktails, light bites and a bespoke gifting station featuring hand-painted