Authentic Brands Group Partners with Focus Brands to Design and Distribute Reebok Outerwear

Authentic Brands Group (ABG) is entering a long-term partnership with Focus Brands to design, manufacture, and distribute Reebok’s outerwear, as reported by various media outlets, including The Fashion Central UK. This collaboration will cover Reebok outerwear for adults and children in Europe and the United Kingdom.

Focus Brands, the brand licensing division of Hela Apparel Holdings PLC, will oversee the production and distribution of Reebok’s outerwear. Reebok, a renowned athletic brand, is part of the ABG portfolio. According to SGI Europe, the first Reebok collection under this new partnership will be launched in the fourth quarter of this year. The collection is expected to include Reebok’s existing outerwear products, such as softshells, bonded fleeces, and quilted jackets.

The inclusion of Reebok in Focus Brands’ portfolio marks a significant milestone for Hela Group, which acquired the company in January. This partnership not only expands Focus Brands’ offerings but also strengthens its relationship with ABG.

Ray Evans, CEO of Focus Brands, expressed his enthusiasm for the partnership: “Our team has worked closely with Authentic Brands Group as a licensing partner for Nautica in the UK and Europe over the past three years. This agreement with Reebok is an exciting opportunity to further strengthen our relationship with the Authentic team and we look forward to growing Reebok’s presence in the outerwear category through a strategic long-term plan, leveraging the manufacturing capabilities of Hela Group.”

This partnership aims to enhance Reebok’s market presence and leverage Focus Brands’ extensive manufacturing capabilities. With Focus Brands’ expertise in brand licensing and Hela Group’s robust manufacturing infrastructure, the collaboration is poised to deliver high-quality outerwear that meets consumer expectations.

The upcoming Reebok collection will be closely watched by both industry insiders and consumers. As the launch approaches, more details about the specific designs and features of the outerwear products are expected to be revealed. This strategic move is anticipated to solidify Reebok’s position in the outerwear market and drive growth for both ABG and Focus Brands.

Overall, this partnership represents a promising venture for all parties involved. Reebok’s established brand reputation, combined with Focus Brands’ licensing prowess and Hela Group’s manufacturing strength, sets the stage for a successful collaboration. The fashion industry and Reebok fans alike are eager to see the results of this new venture when the first collection hits the market later this year.