Authentic Brands Group has appointed Victor Alvariño as Senior Vice President and Head of Mexico, where he will lead brand development, retail and licensing growth from the company’s new Mexico City office.
Authentic Brands Group, the global brand management company whose portfolio includes Reebok, Sports Illustrated and Boardriders, has appointed Victor Alvariño as Senior Vice President and Head of Mexico. Based in Mexico City, Alvariño will lead the company’s new Mexican office, reporting to Henry Stupp, President of EMEA and LATAM.
Why it matters
Mexico is one of the most dynamic consumer markets in the Americas, with fast-growing segments in sportswear, active lifestyle and streetwear retail. The expansion supports Authentic’s goal to strengthen local partnerships and accelerate regional growth for its major lifestyle and sports brands.
Background
Alvariño brings over 20 years of experience in retail and brand management, having previously held senior roles at Grupo Axo, where he oversaw the development of leading global brands in Mexico, and Liverpool Department Stores. His expertise in market expansion and franchise operations is expected to drive Authentic’s next growth phase in the region.
Our SGI Europe take
Authentic’s Mexico office will serve as a regional hub for brand licensing, retail operations and consumer engagement across Latin America. The move follows the company’s recent expansions in Brazil and other key international markets, positioning it closer to consumers and local partners—and strengthening Reebok’s relaunch in the region.
“Latin America continues to present enormous potential for our portfolio,” said Henry Stupp: “Mexico, with its strong retail ecosystem and consumer appetite for international brands, is a natural next step in our growth journey.”
