News Update

Reebok’s operation in India is set to be taken over by Aditya Birla Fashion and Retail.

• ByStartupStory     |    December 15, 2021

According to a press release on 14th, Aditya Birla Group has acquired the India and Southeast Asian distribution and manufacturing rights for the Reebok sports brand. A joint press release by Aditya Birla Fashion and Retail Ltd (ABFRL) and US-based Authentic Brands Group said that the BSE-listed company has signed a “long-term licensing agreement.” The statement read, “The deal grants ABFRL exclusive rights to distribute and sell Reebok products through wholesale, e-commerce and Reebok branded retail stores in India and other ASEAN countries,”

These rights will give Aditya Birla a major toehold in India’s sportswear and athleisure market that has been witnessing exponential growth over the years and especially during the pandemic. He will also inherit Reebok’s network of stores nationwide.

Earlier, Authentic Brands Group had purchased Reebok from Adidas for $2.5 billion. Authentic Brands acquires brands and in turn offers country or continent-wise distribution and manufacturing rights to other companies.

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