Farfetch and Reebok have commercially launched their European partnership, which follows a deal announced by Reebok parent company Authentic Brands Group in 2022.
Following its acquisition of Reebok from Adidas in 2022, Authentic tapped Farfetch subsidiary New Guards Group (NGG) as its operating partner for the Reebok brand in Europe. The deal includes managing the brand’s wholesale operations, a replatform of all of Reebok’s ecommerce sites in the region that is now live, and ongoing efforts to “drive the evolution of the brand by expanding its luxury collaboration offerings.”
