To support Reebok’s new global structure, Authentic Brands Group (ABG) is working with Al Boom Marine in the Middle East and North Africa, Bounty Apparel in South Africa and Flo Magazacilik (Flo) in Turkey to drive distribution and grow the business. The group made the announcement in a newsletter this week.
Al Boom Marine as Reebok’s operating partner in the GCC, the Middle East including Iraq and Lebanon, and North Africa including Algeria, Egypt and Morocco was already announced in late January, to become effective once the Reebok brand was transferred from Adidas to ABG.
Bounty Apparel as the sole distributor for Reebok in South Africa and countries within the SADC was announced in mid-February, also subject to the completion of the deal. Bounty Apparel is a subsidiary of Bounty Brands Group and a distributor of several international apparel and footwear brands in Southern Africa, including Vans, Jeep, Superdry, Hurley and Diesel.
Turkey-based shoe chain Flo Magazacilik had bought the Russian unit of Reebok in May, according to Russian newspaper Kommersant, and took over around 100 Reebok stores after the sporting goods brand decided to abandon the Russian market following the outbreak of the Ukraine war. According to Flo, there is also a manufacturing agreement with Reebok, and Flo will also be responsible for the brand’s fortunes in its home country of Turkey.
