Companies

Authentic announces new partnerships to help grow Reebok

Feb 21, 2025 United States

The New York-based management company has partnered with Galaxy Universal and Batra Group to accelerate growth for Reebok in the US, Europe and the UK

With more than 40 years of experience, Galaxy Universal will take over Reebok’s footwear operations, retail stores and e-commerce for the US, as well as lead global product creation, design and sourcing from Sparc. Reebok will also remain headquartered in Boston, Massachusetts, according to Authentic Brands Group (ABG),

In addition, a new joint venture between Galaxy and the Batra Group, GB Brands Europe Limited, will oversee the brand’s operations across Europe and the UK to further accelerate the brand’s growth trajectory in 2025.

“We’re pleased to partner with Galaxy Universal and Batra Group for Reebok. The decision to partner with Galaxy was a no-brainer as they have over 40 years of experience and an unparalleled entrepreneurial spirit, making them an ideal partner for Reebok. Their expertise in athletic footwear and innovation, combined with Batra’s excellence in apparel ingenuity and relationship building, positions Reebok for incredible success across Europe and the UK”,

Authentic acquired Reebok and 2022 from adidas and has since sought to position the brand as a global leader in the athletic and lifestyle markets through a series of strategic partnerships, while building on Reebok’s foundation.

Image Credits: corporate.authentic.com

United States ABG Authentic Brands Group Brands Footwear Partnerships Reebok