Under this new arrangement, US-headquartered Galaxy Universal will manage Reebok’s wholesale, retail, and e-commerce channels as well as its sourcing, global product creation and design within the US. This responsibility will bolster Galaxy’s standing as an authority in athletic footwear.
The financial details of the deal have not been disclosed.
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Galaxy chief executive officer Eddie Esses said: “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.”
Galaxy Universal is also set to take charge of Reebok’s European and UK operations through a newly established joint venture with the Batra Group, named GB Brands Europe. This venture is poised to accelerate Reebok’s growth and presence across these key markets.
This collaboration, coupled with the brand’s growing momentum, is expected to propel Reebok’s growth trajectory in 2025, building on its performance over the last three years.
Gainline managing partner Allan Weinstein added: “This transaction represents an incredible long-term growth opportunity for Galaxy. The rich heritage of the Reebok brand combined with Galaxy’s expertise in athletic footwear and innovation are a winning combination. We are excited to continue to partner with the Galaxy team as they expand their global footprint.”
Authentic Brands will retain its ownership of Reebok’s global intellectual property.
In 2022, Authentic completed the purchase of Reebok from Adidas after a deal was struck in 2021 for a total consideration of up to €2.1bn ($2.46bn).
Authentic Brands Group Sports and Lifestyle global president Jarrod Weber said: “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.”
