Authentic Brands Group (ABG) has launched a strategic partnership with New Guards Group to grow the Reebok brand, which ABG announced it was acquiring for $2.5 billion USD late last year. The deal sees New Guards Group — the Farfetch-owned group best known as the holding company behind Ambush, Palm Angels and Off-White™ — named as Reebok’s core operating partner across Europe.

Under the terms of the partnership, New Guards Group will take over Reebok’s branded retail stores, e-commerce operations and wholesale distribution in Europe. Additionally, the group will lead on new collaborations, with a particular focus on the development of luxury collaborations, building on the label’s recent work with Maison Margiela. New Guards Group CEO and Chairman Davide de Giglio announced the “first-of-its-kind deal,” adding, “We have so many fresh ideas to infuse into the brand and look forward to the huge potential for growth ahead.”

Announcing the news, Jamie Salter, Founder, Chairman and CEO of ABG said:

“We are thrilled to partner with New Guards on Reebok’s European distribution and add their expertise in luxury to Reebok. As an industry powerhouse, New Guards is a respected authority in fashion and luxury with impressive global technology distribution capabilities. Together, we will elevate Reebok’s legacy of product innovation, introducing game-changing collaborations and distributing premium products to consumers in key markets across the globe.”

The agreement between Authentic Brands Group and New Guards Group will become effective upon the transfer of ownership of Reebok to ABG, which is expected to close in the first quarter of this year.

From a black denim jacket with jersey sleeve accents to a multi-fabric short-sleeve button-down shirt, the collection brings an elevated athleisure touch to upcycling. The collection will make its official debut during Paris Fashion Week on Monday, February 28 and will be available for purchase on KOCHÉ’s website.

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