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ABFRL to take on Reebok’s operations in India

Authentic Brands Group (ABG), a global brand development, marketing and entertainment company, and Aditya Birla Fashion and Retail Limited (ABFRL) have signed a long-term licensing agreement that grants ABFRL exclusive rights to distribute and sell Reebok products through wholesale, e-commerce and Reebok-branded retail stores in India and other ASEAN countries. This deal marks a foray for ABFRL into the sports and activewear segment.

Over the last few years, this segment has been growing rapidly on the heels of rising income levels, increased health consciousness and the adoption of active lifestyles by young Indians. This segment is expected to grow to US$13 billion by FY24 at an annual growth rate of ~14%.

Commenting on the transaction, Ashish Dikshit, Managing Director, ABFRL, said, “As Indians get more active, athletic and health-focused, their consumption of apparel and accessories is expected to increasingly change in line with these trends, providing an opportunity to build iconic brands of global repute. 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.”

The partnership also helps further ABG’s global Reebok strategy of assembling a network of core operating partners around the world who are committed to driving innovation and growth while upholding the brand’s integrity and values. ABFRL will partner with Reebok Design Group (RDG), the newly-established global brand hub based in Boston, on all product design, development, innovation and creative direction to drive a unified brand voice and vision.

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

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