Farfetch, a leading platform provider for the luxury fashion industry, has announced that the partnership with Reebok to run its European e-commerce sites, announced following the sports retailer’s acquisition by Authentic Brands Group from Adidas in 2022, has now been implemented. The partnership announced at the time involves restructuring the European e-commerce sites and driving “the evolution of the brand by expanding its luxury collaboration offerings globally.” The partnership is led by New Guards Group (NGG), a wholly-owned subsidiary of Farfetch. NGG has created a new division, NGG++, to operate the Reebok license and grow the sportswear and sneaker businesses. Cristiano Fagnani, previously NGG’s chief marketing officer, has been named CEO of NGG++. He brings over 20 years of industry experience, having had a highly successful career at Nike, where he led energy marketing, brand experience and product collaborations.
“NGG++ is now operating Reebok across Europe, overseeing marketing and e-commerce operations, as well as driving wholesale distribution,” said Fagnani. “In addition, NGG++ has the vision to redefine the space between sport and culture to empower movement. I am excited by the opportunity to leverage the brand through luxury collaborations and new high-end products designed in Milan and made in Italy. All of this will help us accelerate wider opportunities for NGG in the sneaker and sportswear markets.”
Todd Krinsky, CEO of Reebok, said, “Our concept sneakers with Botter x HP that debuted at Paris Fashion Week earlier this year were a great indicator of all that’s to come, and we can’t wait to introduce more game-changing collaborations and innovations that will elevate the brand’s legacy and further Reebok’s global appeal.”
