Authentic Brands Group announced on Wednesday new partnerships for Reebok’s operations in the U.S., Europe and the UK. 

​In the US, Galaxy Universal is taking over Reebok’s footwear operation, retail stores, and e-commerce, as well as leading the sportswear maker’s global product creation, design, and sourcing.  Reebok will continue to be headquartered in Boston, Massachusetts, according to a press release issued by New York-based parent and brand management company, Authentic.

Eddie Esses, CEO of Galaxy, said: “I’m thrilled to add Reebok, one of the top athletic brands in the world, to our brand portfolio.  As Reebok’s U.S. and global footwear operator, our focus will be to unleash Reebok’s full potential and ensure we design and produce the best athletic shoes for customers worldwide. We look forward to building on Reebok’s great heritage and writing the next exciting chapter of this iconic brand.”

In addition, GB Brands Europe Limited –a new joint venture between Galaxy and Batra Group — will oversee Reebok’s operations across Europe and the UK.

 
Likewise, Rajiv Batra, director of Batra Group, added: “We’re excited to partner with Authentic and Galaxy to take Reebok’s operations in Europe and the UK to the next level. Batra’s rich heritage in product development, design, sourcing, and distribution, positions us perfectly to drive Reebok’s growth across the region. Our joint venture, GB Brands Europe Limited, will ensure that Reebok’s apparel and footwear offerings resonate with consumers, creating the perfect blend of innovation and quality.”

The new partnerships look to further accelerate Reebok’s growth trajectory in 2025, following the brand’s performance over the past three years, explained Authentic, adding with it is expectant with an experienced team at the helm in both the US and Europe.

“We’re pleased to partner with Galaxy Universal and Batra Group for Reebok,” said Jarrod Weber, Global President, Sports and Lifestyle at Authentic Brands Group. 

“The decision to partner with Galaxy was a no-brainer as they bring 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. Together, we are creating a future where Reebok will continue to lead in performance, style, and innovation, connecting with consumers in ways that resonate globally. As we transition from Sparc Group, which previously held the U.S. license, we are excited to work with our new U.S. partner, Galaxy, to strengthen Reebok’s positioning and drive continued growth. This partnership exemplifies our commitment to elevating the brand’s and strengthening its global position.”
 
Earlier this year, Authentic teamed up with Sports Casuals International to expand Reebok’s presence in the golf category.