Authentic Brands Group and Sakar International have joined forces to expand the Reebok brand into various new product categories. Sakar will take on the responsibility of designing, manufacturing, and distributing Reebok-branded equipment for basketball, pickleball, baseball, soccer, and football, as well as electronic products like audio, tech, and massage items. The ultimate goal of this partnership is to provide consumers with high-quality and innovative products that cater to their active lifestyles.
President of Sakar International, Jeff Saka, expressed his excitement about the collaboration, stating that they are thrilled to see the vision of Authentic and Reebok come to life through their innovative products. Saka emphasized that both parties share the same objective of delivering fresh and interesting items across all categories, with plans to launch these new lines in 2024.
Reebok is currently focused on reaffirming its dedication to sports and offering consumers a wide range of innovative and high-quality products. Steve Robaire, EVP of Reebok at Authentic, highlighted the significance of the partnership with Sakar International in expanding into new product categories. He pointed out that this collaboration builds on the momentum of Reebok’s return to sport, following the recent announcements of partnerships with Shaquille O’Neal, Allen Iverson, Justin Fields, and Angel Reese. Robaire also emphasized that Reebok has always been a strong player in the sports equipment industry.
The expanded range of Reebok products will be made available in key department stores, specialty retailers, and online channels across the United States and Canada in 2024. This expansion aligns with Reebok’s recent appointments of Shaquille O’Neal as the president of Reebok basketball and Allen Iverson as the vice president of Reebok basketball, demonstrating the brand’s commitment to the sport. The partnership with Sakar International further consolidates Reebok’s position in the market and creates new opportunities for growth in various product categories.