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ABG Signs with JD Group to Expand Reebok’s Footprint

ABG Signs with JD Group to Expand Reebok’s Footprint

Authentic Brands Group (ABG), has announced a new strategic partnership with the JD Group (“JD”), who are an existing global multi-channel retailer for the Reebok brand. Through the long-term agreement, JD will carry Reebok apparel and footwear for men, women and kids in more than 2,850 of its company owned stores and complementary e-commerce websites. The agreement covers all the banners in the JD Group in North America and Europe including JD, Finish Line, DTLR, Shoe Palace, Size?, Sprinter and SportZone. Product will be sourced from Reebok Design Group (“RDG”), the global brand hub for design, development and innovation and supplier of core product categories to partners around the world.

Jamie Salter, Founder, Chairman, CEO of ABG said, “It’s an honor to welcome JD to our strategic network of retail partners who are committed to supporting Reebok’s brand integrity, vision and values. JD’s expanded support of Reebok as well as their new commitment to carrying the brand in their stores in North America and Europe speaks volumes to the brand’s cultural influence. This partnership solidifies Reebok’s position with an important global retailer.”

Peter Cowgill, Executive Chairman of JD said, “Reebok is an iconic global lifestyle brand with strong resonance across all JD channels and we are thrilled to partner with ABG to introduce new and exciting products to our legacy customers and JD’s growing Gen Z audience. Reebok fits squarely into our sports and active lifestyle verticals, and we look forward to maximizing Reebok’s potential by building on the brand’s incredible heritage.”

JD anticipates the roll out of an expanded Reebok assortment across its various Group banners to begin in Fall 2022. The strategic partnership between ABG and JD is non-exclusive and the first of its kind in the regions. Reebok will continue to be sold in all current channels including DTC and other WHS accounts across North America and Europe.

The transfer of ownership of the Reebok brand from adidas to ABG is expected to close in Q1 of 2022.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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