Authentic Brands Group signs manufacturing deal with Sakar for Reebok

Global brand operator Authentic Brands Group has announced that it has signed a long-term partnership with US-based Sakar International to oversee the design, manufacturing and distribution of Reebok.

The agreement comes in regards to the brand’s basketball, pickleball, baseball, soccer and football equipment categories, as well as electronics, including audio, tech and massage products.

Speaking on the move, Steve Robaire, EVP of Reebok at Authentic, said: "We are pleased to partner with Sakar International to expand the Reebok brand into new product categories.

“This partnership continues the momentum of Reebok’s return to sport on the heels of the Shaquille O’Neal, Allen Iverson, Justin Fields and Angel Reese announcements as we re-enter the sport equipment industry where Reebok has held a strong market position.”

Authentic noted that the deal was part of its efforts to reaffirm Reebok’s “commitment to sports”, with the intention of offering a range of products that align with consumers’ active lifestyles and reflecting the label’s “dedication to quality and innovation”.

Reebok’s new assortment under the partnership is set to roll out across key department stores, specialty retailers and online across the US and Canada in 2024.

This new partnership follows a string of agreements to come as part of Authentic’s global Reebok strategy, focused on assembling a network of core operating partners to drive the growth of the brand.