Reebok has unveiled Reebok LTD, a new premium line led by New Guards Group (NGG), with the goal of further elevating the Reebok brand through new products and collaborations. Reebok defines LTD as “a playground for creative evolution” under the motto “LEARN. TEST. DESIGN.” (LTD); a platform to unleash personal expression and foster progress, a space to uncover the past to inspire the future, and “a creative process in constant evolution.”
Reebok’s owner, Authentic Brands Group, had announced in February 2022 that it entered into a long-term strategic partnership for the Reebok brand with NGG, a leading brand platform for luxury design, production and distribution owned by Farfetch Limited.
The curated Reebok LTD line will be available globally and continues to offer Reebok the opportunity to redefine the space between sports and culture, a strategy Authentic has successfully pursued since purchasing the brand from Adidas in early 2022. Regarding LTD, this will include new premium collections, exclusive collaborations and special projects in the future, but will build on Reebok’s heritage and designs.
“The launch of this pinnacle collection and related collaborations is a key step forward in our journey to leverage Reebok’s equity and reimagine the brand’s DNA with a fresh and unique philosophy, LEARN. TEST. DESIGN,” said Cristiano Fagnani, CEO of NGG++, the department responsible for Reebok at NGG.
“We’re thrilled to partner with NGG to bring the consumer Reebok LTD, a new modern and premium assortment from the brand,” said Todd Krinsky, CEO of Reebok. “It’s an exciting time for the brand as we are in the midst of a rebirth since we came under new ownership last year. This is one of many big new initiatives that will grow and amplify the brand globally.”
The first new release is the Reebok Club C LTD, a modern interpretation of a classic with premium leather and enlarged proportions for a fashionable silhouette, available in two different designs available since Sept. 18 on reebok.eu and worldwide on Farfetch.
“NGG shares our vision to reclaim Reebok’s rightful position within culture, fashion and sports, and we look forward to immersing our global audience in the Reebok LTD lifestyle through innovative designs and new brand experiences,” commented Nick Woodhouse, President and CMO of Authentic Brands Group.
