Authentic Brands Group (ABG) has announced a significant restructuring of Reebok’s operations, forging new partnerships with Galaxy Universal and Batra Group, according to reports. This move shifts Reebok’s operational management to Galaxy Universal’s portfolio.
In the US, Galaxy Universal will assume responsibility for Reebok’s footwear operations, retail stores, and e-commerce, while also leading Reebok’s global product creation, design, and sourcing. This transition involves the US license moving from Sparc Group to Galaxy Universal. Reebok’s headquarters will remain in Boston, Massachusetts.
In Europe and the UK, a newly formed joint venture between Galaxy Universal and Batra Group, named GB Brands Europe Limited, will oversee Reebok’s operations. This venture succeeds New Guards Group (NGG), a Farfetch division, which previously handled Reebok’s European distribution.
ABG stated that this restructuring aims to capitalise on Reebok’s current momentum and accelerate its growth trajectory in 2025, building on the brand’s strong performance over the last three years.
Jarrod Weber, global president of sports and lifestyle at ABG, expressed enthusiasm for the partnerships, highlighting Galaxy Universal’s extensive experience in athletic footwear and Batra Group’s expertise in apparel and relationship building.
Galaxy Universal CEO, Eddie Esses, expressed excitement about adding Reebok to their portfolio and their focus on maximizing Reebok’s potential in the global footwear market.
Rajiv Batra, director of Batra Group, conveyed their eagerness to partner with ABG and Galaxy to elevate Reebok’s operations in Europe and the UK, emphasising Batra’s expertise in product development, design, sourcing, and distribution.
This deal adds Reebok to Galaxy Universal’s portfolio of owned brands, which includes And1, Avia, Gaiam, Hi-Tec, and Magnum, and licensed brands like Shaq, Quiksilver, Billabong, Lands’ End, and Justice. Reebok also joins Batra Group’s brand portfolio, which includes Fila, Juicy Couture, Russell Athletic, Hunter Boots, Hi-Tec, Hoodrich, Pony, and Sergio Tacchini.
