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ABG Expands Partnership for Reebok in Canada

Authentic Brand Group (ABG) is moving fast to line up strategic partnerships in its repositioning of the Reebok brand.

On Wednesday, the brand management firm said it signed a new and expanded partnership with SportChek, a multichannel Canadian retailer for the Reebok brand. The agreement will include Reebok apparel and footwear for men, women and kids across 300 of its corporate-owned stores, as well as complementary e-commerce websites. The agreement also includes the SportChek and Sports Experts banners. The deal is nonexclusive and Reebok will continue to be sold in various retail doors across Canada. The rollout of the expanded assortment is set to begin in Fall 2022.

“As a native Canadian I am personally acquainted with Canada’s vast retail landscape and there is no question that SportChek is the quintessential destination in the region for consumers seeking active and lifestyle brands. This partnership further cements Reebok’s presence in this very important and active market,” Nick Woodhouse, ABG’s president and chief marketing officer, said.

“Reebok provides an incredible product assortment and brand value to our customers, and we look forward to partnering with [Reebok Design Group] on an enhanced Reebok offering of high quality and modern styles,” Stephen Brinkley, SportChek’s president, said.

Reebok Design Group is the central hub in Boston ABG has designated as the key liaison between the brand and its global strategic partners for design and development, among other services.

ABG inked a $2.46 billion deal with Adidas last August to acquire the sneaker brand and that acquisition closed earlier this month. The key operating partner for the brand in the U.S. is  SPARC Group, the joint venture that ABG runs along with Simon Property Group.

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Instead of waiting until the deal closed, the brand management firm worked quickly to line up operating partners as it identified marketing and production plans to enable it to hit the ground running. The agreements, which included those with some of Reebok’s existing partners, all went into effect the day that ABG closed on its acquisition. Partnes will build out the business in Greater China and India. The group also inked deals with JD Sports Fashion, and Foot Locker.

Last month, the brand management firm unveiled a plan for luxury collaborations for Reebok with the help of New Guards Group. The streetwear platform and incubator, which was acquired by global luxury fashion powerhouse Farfetch Ltd. in 2019 in a cash and stock deal valued at $675 million, also become the core operating partner for Reebok across Europe, taking on the sneaker label’s branded retail stores, wholesale distribution and e-commerce operations.

Earlier this month, Reebok unveiled its second installment in its collaboration with the historic design house Eames Office. The Reebok x Eames – Club C “Dot Pattern & Composition Pack” channels the designs of Ray Eames, who with her husband Charles are the founders of Eames Office. Examples of their iconic Eames Lounge Chair, one of their most famous works, are part of the permanent collection of New York City’s Museum of Modern Art.