Reebok Has Great Potential To Expand Into The Luxury Space, Says Farfetch

FARFETCH, the leading global platform for the luxury fashion industry, has commercially launched its European partnership with Reebok. This follows the deal announced with Reebok owner, Authentic Brands Group (Authentic), in 2022.

Reebok, the beloved heritage sportswear brand, has great potential to expand into the luxury space, according to Farfetch, the leading global platform for the luxury fashion industry. This comes after Farfetch announced its European partnership with Reebok, which was acquired by Authentic Brands Group (Authentic) in 20The partnership will be managed by New Guards Group (NGG), a wholly owned Farfetch company, and will focus on accelerating opportunities for NGG brands’ sportswear and sneaker categories. Cristiano Fagnani, who brings over 20 years of industry experience to the role, has been appointed CEO of NGG++ and will oversee marketing and e-commerce operations, as well as driving wholesale distribution.

Farfetch founder, Chairman and CEO José Neves believes that the partnership with Reebok will unlock huge value for the brand and for Farfetch, and will reignite Reebok’s loyal customer base while capturing the imagination of a new luxury global audience. Fagnani, meanwhile, plans to redefine the space between sport and culture to empower movement, leveraging the brand through luxury collaborations and new high-end products designed in Milan and made in Italy.

NGG++, with its expertise in helping streetwear brands evolve into new luxury and lifestyle houses, believes that the partnership will generate significant revenues and support existing brands while nurturing new talent. The goal is to celebrate the combination and collaboration of sports and culture, while also promoting diversity, inclusion and sustainability.

Reebok CEO Todd Krinsky is impressed with the energy, passion and opportunities that the NGG and Farfetch teams have already brought to the table. He believes that the concept sneakers with Botter x HP that debuted at Paris Fashion Week earlier this year were a great indicator of all that’s to come, and that there are more game-changing collaborations and innovations to come that will elevate the brand’s legacy and further Reebok’s global appeal.

In conclusion, Farfetch’s partnership with Reebok and NGG++ has great potential to expand Reebok into the luxury space, while also promoting diversity, inclusion and sustainability. With its expertise in helping streetwear brands evolve into new luxury and lifestyle houses, NGG++ is well-positioned to generate significant revenues and support existing brands while nurturing new talent.