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New Guards Group Will Execute Luxury Collabs With Reebok

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Authentic Brands Group (ABG) signed a long-term partnership with New Guards Group for Reebok in an innovative deal that will give it some premium pizazz. The terms of the agreement will see New Guards become the core operating partner for Reebok across Europe, taking on the sneaker label’s branded retail stores, e-commerce operations, and wholesale…

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