Sparc, which sources and distributes apparel, will oversee the sourcing, manufacturing, branded retail stores, e-commerce operations and wholesale distribution for Reebok in the US on behalf of ABG.
Categories include footwear for men, women and kids as well as lifestyle and active apparel for men and women.
The company struck a deal to buy Reebok from Adidas for a total consideration of up to EUR2.1bn (US$2.46bn) in August.
Sparc to lead US Reebok operations from Boston hub
The addition of Reebok will increase Sparc’s store count to 1,600 doors, grow its e-commerce platform to more than $1bn and bring its total retail sales to about $5.5bn.
Sparc will also serve as the global hub for the newly created Reebok Design Group (RDG). RDG will be responsible for all design, development, innovation, and creative services to partners around the world and will ensure the brand’s history, vision and ethos continue to be preserved. All of these functions will continue to run out of Reebok’s global headquarters in Boston, led by president Matt O’Toole and SVP and general manager, product, Todd Krinsky.
“Reebok is the most monumental acquisition in ABG’s history,” said Jamie Salter, counder, chairman and CEO of ABG. “Because of the reach of Reebok’s business around the globe, an essential part of the strategy was to maintain the brand hub that supports and guides a global partner network to preserve and nurture the brand’s heartbeat and unmistakable DNA. Starting with Sparc for the US, we are assembling a network of strategic operating partners around the world who are committed to supporting the brand’s innovation, integrity and values. We are excited about the expertise that RDG will continue to infuse into the future of Reebok.”
Marc Miller, CEO of Sparc, noted the strategic agreement adds footwear as a transformative new vertical to the company’s expanding brand platform which including lifestyle and fashion, comprised of Nautica, Aéropostale, Lucky Brand and Forever 21; American luxury, which boasts Brooks Brothers; and sports and outdoor, newly anchored by Reebok and complemented by Eddie Bauer.
O’Toole added: “We are thrilled to continue Reebok’s journey under the ownership of ABG. And we’re equally excited for the drive and support that Sparc will deliver to the Reebok brand. Both partners bring significant expertise in global brand building, marketing and retail. Together, we intend to position Reebok for growth and to compete and win in a digitally-driven, omnichannel world.”
ABG names global Reebok operation partners
In addition to securing Reebok’s US operation, ABG has also signed partners for key regions, including The Falic Group for Latin America, excluding Mexico, Brazil, and Argentina, Accent Group Limited for Australia and New Zealand and MGS for Israel.
Sparc, The Falic Group, Accent Group Limited, and MGS will partner with RDG to evolve the product design, development, innovation and creative direction for each region while maintaining a unified brand voice and vision.
“Reebok is a remarkable brand and onboarding it into ABG’s platform is being made possible through a collaborative effort by Sparc, RDG and our new regional partners,” said Nick Woodhouse, president and CMO of ABG. “We look forward to working together to position the brand for long-term growth.”
These agreements become effective upon the completed transfer of ownership of the Reebok brand from Adidas to ABG. The deal is expected to close in the first quarter of 2022.