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ABG signs new deal bringing Reebok to North Africa

By Rachel Douglass

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Business

Image: Reebok

Authentic Brand Group (ABG) has signed a new deal with AI Boom Marine (ABM) enabling the company to become the operating partner for Reebok in the GCC, the Middle East and North Africa.

The agreement will include footwear for men, women and kids, as well as activewear and sportswear for men and women.

As part of the deal, ABM will partner with Reebok Design Group, the label’s global hub for product design and development.

ABM, a part of Scope Investments, already operates more than 40 brands, 60 retail stores and over 300 wholesale accounts throughout the regions. The company is particularly specialised in the retail and distribution of lifestyle products.

It follows a string of operation deals by ABG since its acquisition of Reebok in 2021, taking over the sportswear label from Adidas.

“Our partnership with Al Boom Marine cements our strategic plan to expand Reebok’s presence in the Middle East and North Africa region,” said Corey Salter, chief operating officer at ABG, in an announcement. “Together we will enhance Reebok’s strong appeal with a core and growing consumer base and drive brand growth in this important market.”

The agreement will come into effect upon the completion of ownership of the Reebok brand to ABG, which is expected to close in the first quarter of 2022.

Authentic Brands Group
Reebok
Sportswear