New York and Milan - February 23, 2022 - Authentic Brands Group (ABG), a global brand development, marketing and entertainment company, today announced that it has formed a long-term strategic partnership for the Reebok brand with New Guards Group (New Guards), a leading brand platform for luxury design, production and distribution. The comprehensive partnership names New Guards as the core operating partner for Reebok across Europe, where it will take on Reebok’s branded retail stores and e-commerce operations and drive wholesale distribution for the brand. The agreement includes footwear, sportswear and activewear for men, women and kids. The innovative deal also appoints New Guards Group as the exclusive partner to create, curate and bring-to-market luxury collaborations and to distribute premium Reebok products to leading fashion and specialty accounts. #newguardsgroup @reebok