ABG Announces Innovative Long-Term Partnership With New Guards Group for Reebok’s European Businesses, Luxury Collaborations and Premium Distribution

Authentic Brands Group (ABG), a global brand development, marketing and entertainment company, today announced that it has formed a long-term strategic partnership for the Reebok brand with New Guards Group (New Guards), a leading brand platform for luxury design, production and distribution, which is owned by Farfetch Limited (NYSE: FTCH), the leading global platform for the luxury fashion industry.

The comprehensive partnership names New Guards as the core operating partner for Reebok across Europe, where it will take on Reebok’s branded retail stores and e-commerce operations and drive wholesale distribution for the brand. The agreement includes footwear, sportswear and activewear for men, women and kids. The innovative deal also appoints New Guards as the exclusive partner to create, curate and bring-to-market luxury collaborations and to distribute premium Reebok products to leading fashion and specialty accounts in over 50 countries including the United States, Canada and across Europe.

“This is a monumental moment for Reebok and ABG,” said Jamie Salter, Founder, Chairman and CEO of ABG. “We are thrilled to partner with New Guards on Reebok’s European distribution and add their expertise in luxury to Reebok. As an industry powerhouse, New Guards is a respected authority in fashion and luxury with impressive global technology distribution capabilities. Together, we will elevate Reebok’s legacy of product innovation, introducing game-changing collaborations and distributing premium products to consumers in key markets across the globe.”

New Guards is a global brand platform with a proven track record of identifying and nurturing some of the world’s most culturally relevant and emerging brands, designers and creative directors. Its brands’ e-commerce channels are supported by its parent company, Farfetch Limited. New Guards will partner closely with Reebok Design Group (RDG), the Boston-based global design hub for product design, development and creative direction to drive a unified brand voice and vision. The partnership with New Guards further solidifies ABG’s global Reebok strategy of establishing a network of leading operating partners who are experts in driving growth, amplifying the brand’s heartbeat and preserving Reebok’s unique DNA.

“Reebok is an iconic brand, who has inspired, served, and connected athletes and consumers across the world for generations. At the intersection of sport and culture, it has constantly shaped new expression of style, through product innovation, creativity and unique collaborations, on all fields,” said Davide de Giglio, Chairman and CEO New Guards Group.

“We are thrilled to be working with the team at Reebok and to partner with ABG to craft the future journey of the brand through this first-of-its-kind deal. We have so many fresh ideas to infuse into the brand and look forward to the huge potential for growth ahead.”

“We are so excited about the agreement between ABG and New Guards. New Guards is one of the few teams who have the DNA to bring this crossover of luxury and sports to life. Reebok has an incredible heritage, and ABG has an amazing vision for its future, working with NGG to reignite this iconic brand. We believe this partnership will also create significant buzz and organic traffic to the FARFETCH marketplace, where customers from around the world will be able to discover some of the most exciting collaborations to come,” said Giorgio Belloli, Chief Commercial and Sustainability Officer, FARFETCH.

“This partnership is a key pillar of our strategy to expand Reebok’s presence worldwide,” said Nick Woodhouse, President and CMO at ABG. “New Guards Group is respected within the luxury fashion space, and we are thrilled to welcome their expertise to the Reebok brand with this innovative partnership.”

The agreement becomes effective upon the completed transfer of ownership of the Reebok brand to ABG. The deal is expected to close in the first quarter.