Authentic Brands inks Reebok distribution deal for Middle East, North Africa

By

Benjamin Fitzgerald

Published
Jan 28, 2022

Authentic Brands Group on Thursday announced Al Boom Marine as its new operating partner for Reebok in the GCC, the Middle East including Iraq and Lebanon, and North Africa including Algeria, Egypt and Morocco. 

The New York City-based ABG said the new partnership with ABM includes the distribution of Reebok footwear for men, women and kids, as well as activewear and sportswear for men and women in the region. As part of the agreement, ABM will partner with Reebok Design Group (RDG), the brands global hub, for product design, development, innovation and creative direction, according to a press release from ABG.

“Our partnership with Al Boom Marine cements our strategic plan to expand Reebok’s presence in the Middle East and North Africa region,” said Corey Salter, chief operating officer at ABG. “Together we will enhance Reebok’s strong appeal with a core and growing consumer base and drive brand growth in this important market.”

​​ABM is a operator of more than 40 global brands, 60 retail stores and 300-plus active wholesale accounts throughout the GCC and the MENA region. The company specialises in retail and the distribution of lifestyle products, including footwear, eyewear, apparel and accessories.

“This year Al Boom Marine turns 35, and we are pleased to celebrate this milestone by adding Reebok to our growing brand portfolio,” said Leonard Erlank, chief operating officer at Al Boom Marine. “Our company is experiencing rapid growth, and we are proud to align with ABG who has chosen to partner with us on this incredible athletic lifestyle brand.”

The deal is expected to close in the first quarter of 2022, and is effective upon the completed transfer of ownership of the Reebok brand from Adidas to ABG, according to ABG.