Authentic Brands Group (ABG) has forged a collaboration with Source Sport Limited T/A Sports Hub Group (SHG), a brand licensee, for the handling of the Reebok brand in the UK and Ireland. Under the agreement, SHG will produce and distribute Reebok-branded football and basketball team training gear, uniforms, sportswear, training accessories and souvenirs across genders and age groups, excluding footwear.
“By partnering with SHG, we’re enhancing Reebok’s line of performance apparel,” said Steve Robaire, EVP of Reebok at Authentic. “This venture is perfectly timed as we expand Reebok’s global reach, reclaiming its significance in sports culture.”
The partnership aims to introduce an extended array of Reebok apparel tailored to the active lifestyles prevalent in the region.
“We’re thrilled to collaborate with Authentic on Reebok, a brand synonymous with sporting prowess,” said John Carden, managing director of SHG. “We’re confident in providing unparalleled services and product offerings, facilitating Reebok’s re-entry into the sports market. Leveraging our product development and distribution expertise, we’re set to accomplish ambitious growth objectives for the brand.”
