Authentic Partners with Galaxy Universal and Batra Group to Lead Reebok
Galaxy Universal Takes Over Reebok’s Global Product Creation, Sourcing, and US Footwear License
Galaxy Universal and Batra Group form a Joint Venture to Lead Operations in Europe
Authentic Brands Group (Authentic), a global brand development and licensing platform, today announced new partnerships for Reebok’s operations in the US, Europe and the UK.
In the US, Galaxy Universal (Galaxy) takes over Reebok’s footwear operation, retail stores, and e-commerce, as well as leading Reebok’s global product creation, design, and sourcing. Reebok will continue to be headquartered in Boston, Massachusetts.
In addition, a new joint venture between Galaxy and Batra Group (Batra), GB Brands Europe Limited, will oversee the brand’s operations across Europe and the UK. With the brand’s momentum continuing to build, this partnership further accelerates Reebok’s growth trajectory in 2025, following the brand’s impressive performance over the past three years.
“We’re pleased to partner with Galaxy Universal and Batra Group for Reebok,” said Jarrod Weber, Global President, Sports and Lifestyle at Authentic Brands Group. “The decision to partner with Galaxy was a no-brainer as they bring over 40 years of experience and an unparalleled entrepreneurial spirit, making them 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 UK. 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. As we transition from Sparc Group, which previously held the US license, we are excited to work with our new US partner, Galaxy, to strengthen Reebok’s positioning and drive continued growth. This partnership exemplifies our commitment to elevating the brand and strengthening its global position.”
These partnerships mark a pivotal moment for Reebok as it continues to build on its strong foundation, positioning itself as a leader in the athletic and lifestyle markets globally. With a robust and experienced team at the helm in both the US and Europe, Reebok is poised for a dynamic and growth-driven future.
Eddie Esses, CEO of Galaxy, stated, “I’m thrilled to add Reebok, one of the top athletic brands in the world, to our brand portfolio. As Reebok’s US and global footwear operator, our focus will be to unleash Reebok’s full potential and ensure we 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.”
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 UK 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.”
About Authentic Brands Group
Authentic Brands Group (Authentic) is a unified platform that integrates M&A, licensing, brand strategy and digital innovation to unlock the power of its global portfolio. It connects iconic sports, lifestyle, entertainment and media brands with best-in-class partners to optimize long-term value in the marketplace. Authentic owns more than 50 global brands, generating approximately $32 billion in annual retail sales. These brands have a significant presence in 150 countries, with more than 13,000 freestanding stores and shop-in-shops, as well as 400,000 points of sale worldwide. Authentic’s portfolio of globally recognized brands includes Shaquille O’Neal, David Beckham, Reebok, Champion, Nautica, Elvis Presley, Marilyn Monroe, Sports Illustrated, Eddie Bauer, Aéropostale, Lucky Brand, Nine West, Brooks Brothers, Juicy Couture, Vince Camuto, Quiksilver, Billabong, Sperry, Hunter and Ted Baker. Through its joint venture with Saks Global, Authentic Luxury Group (ALG), it drives growth for luxury and accessible luxury brands, including Barneys New York, Judith Leiber, Hervé Léger, Vince, Neiman Marcus, Saks Fifth Avenue and Saks OFF 5TH.
For more information, visit authentic.com.
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About Galaxy
Galaxy Universal is a leading, vertically integrated, global footwear organization and brand management platform focused on athletic, wellness, work, and outdoor categories. Along with its unique ability in speed to market, sourcing, design, development, and manufacturing, Galaxy has robust wholesale distribution in over 80 countries and 60,000 retail points of sale. Its owned brands include And1, Avia, Gaiam, Hi-Tec, and Magnum, while the company is a licensee of the Reebok, Shaq, Quiksilver, Billabong, Lands’ End, and Justice brands.
For more information, visit www.galaxycorp.com
About Batra Group
Batra Group, founded in 1949, is a global organisation specialising in brand licensing, design, sourcing, and distribution. Serving the EMEA region for licensed brands while providing sourcing and supply solutions worldwide, the company remains 100% family-owned. Batra Group manages a diverse portfolio of more than 25 brands, collaborates with over 400 partners, and reaches more than 5,000 retail doors. Its brand portfolio includes renowned names such as Fila, Juicy Couture, Russell Athletic, Hunter Boots, Hi-Tec, Hoodrich, Pony, and Sergio Tacchini.
For more information, visit www.batragroup.com