World Footwear


Farfetch launches Reebok's partnership

May 9, 2023 United Kingdom
Farfetch launches Reebok's partnership
The luxury online retailer has commercially launched the previously announced partnership with Reebok to run the brand's European e-commerce sites and its wholesale distribution
The partnership had been announced in 2022 following Reebok's acquisition by Authentic Brands Group from adidas. The brand's European e-commerce sites were thereby re-platformed by Farfetch Platform solutions to drive growth for Reebok “by expanding its luxury collaboration offerings globally”.

The wholly-owned Farfetch company New Guards Group (NGG) is heading the partnership. Particularly, a new division has been formed to operate the Reebok brand and accelerate opportunities for NGG brands’ sportswear and sneaker categories, namely NGG++. With over 20 years of experience, Cristiano Fagnani, previously Chief Marketing Officer of NGG, will serve as CEO of this new division.

NGG++ is now operating Reebok across Europe, overseeing marketing and e-commerce operations, as well as driving wholesale distribution”, he explained, emphasizing that the division “has the vision to redefine the space between sport and culture to empower movement”.

José Neves, the luxury e-tailer Founder, Chairman and CEO added that “Reebok has great potential to expand into the luxury space, reigniting its loyal customer base and capturing the imagination of a new luxury global audience”. “Under the astute and energetic guidance of Cristiano and the NGG++ team, we believe this partnership will unlock huge value for the brand and for Farfetch”, he concluded.

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