Authentic Signs with Slam Jam
Authentic Brands Group (Authentic) announces a strategic partnership with Slam Jam, a cultural institution and premium lifestyle company and distributor, to expand Reebok’s presence across the United States, Canada, Central, and Eastern Europe. The partnership marks a pivotal step in Reebok’s continued global growth strategy under Authentic’s stewardship.
“We are thankful and excited to embark on this journey together with Authentic and Reebok. The brand has been pushing the edges of culture through sport and lifestyle for generations, giving voice to local and global movements with impact,” said Luca Benini, Founder of Slam Jam.
Through the partnership, Slam Jam becomes a key part of Reebok’s global partner networking, working in close coordination with RDG, the brand’s the global design hub and supplier. With a shared commitment to product excellence and cultural relevance, Slam Jam will collaborate with RDG to ensure the brand reaches discerning consumers through key global retail partners.
Founded by Luca Benini in 1989, Slam Jam has long been regarded as a pioneering force in fashion, streetwear, and sneaker culture. With a reputation built on curatorial precision and cultural credibility, Slam Jam was instrumental in introducing iconic global brands to Europe and has grown into a robust powerhouse, operating at the intersection of underground culture and high fashion. From its roots on the outskirts of Ferrara, Italy, the company has maintained its uncompromising creative vision, leveraging decades of experience to influence urban subcultures and fashion movements around the world.
“Slam Jam is a proven leader and tastemaker in the global fashion and streetwear space,” said Steve Robaire, EVP, Reebok at Authentic. “Their history, credibility, and connection to top retail partners make them the ideal partner to help usher Reebok into its next era. This partnership reflects a complete rebirth of our strategy, bringing Reebok to market with a sharp cultural lens and the authenticity that Slam Jam has embodied for over three decades.”
As a global brand development and licensing platform, the partnership with Slam Jam underscores Authentic’s mission to unlock Reebok’s full potential through culturally connected relationships that deepen consumer affinity. By prioritizing quality and opening new retail opportunities that resonate with each market’s diverse and ever-evolving communities, Reebok is poised to expand and elevate its impact worldwide.
