Aditya Birla Fashion and Retail to take over Reebok’s operations in India

Mumbai, Dec 14:  Aditya Birla Fashion and Retail Limited (ABFRL) on Tuesday signed a long-term licensing agreement with Authentic Brands Group (ABG) to distribute and sell Reebok products through wholesale, e-commerce and Reebok branded retail stores in India and other ASEAN countries.

Commenting on the transaction, Ashish Dikshit, Managing Director, ABFRL said, “Reebok is one of the leading brands in the sporting goods industry globally and has built a very strong presence in the Indian market over the last two decades. In partnership with ABG, we plan to accelerate Reebok’s business in India, combining its global appeal and salience amongst Indian youth. This transaction further strengthens the ABFRL portfolio and increases our ability to engage with consumers across various need spaces.”

Corey Salter, Chief Operating Officer, ABG added, “We are very pleased to expand our existing partnership with ABFRL, which includes Forever 21 and other ABG brands, and are confident that ABFRL will be successful in solidifying Reebok’s position with a growing audience of fans in India and Southeast Asia.”

The transaction marks a significant milestone in the journey of ABFRL, which has evolved its portfolio into a powerhouse of brands across all major fashion and lifestyle segments over the last several years. The addition of Reebok, a marquee global sports and activewear brand, will fill an important white space in ABFRL’s portfolio.

The proposed transaction is subject to the successful completion of due diligence, necessary statutory
approvals and signing of definitive agreements.

The transfer of ownership of the Reebok brand from Adidas to ABG is expected to close in Q1 of 2022, a company statement said.