India’s leading business conglomerate Aditya Birla Group has acquired the India and Southeast Asian distribution and manufacturing rights for the Reebok sports brand from US-based Authentic Brands Group (ABG).
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.
ABRFL will also inherit Reebok’s network of stores nationwide. The Reebok rights give Aditya Birla a major toehold in India sportswear and athleisure market.
The transfer of ownership of the Reebok brand from adidas to ABG is expected to close in Q1 of 2022.
Ashish Dikshit, MD, ABFRL said, “In partnership with ABG, we plan to accelerate Reebok’s businessin India, combining its global appeal and salience amongst Indian youth. This transaction further strengthens the ABFRL portfolio and increases our ability to engage with consumers across various need spaces.”
Corey Salter, COO, ABG added, “We are very pleased to expand our existing partnership with ABFRL, which includes Forever 21 and other ABG brands, and are confident that ABFRL will be successful in solidifying Reebok’s position with a growing audience of fans in India and Southeast Asia.”
ABG had purchased Reebok last year from adidas for US $2.5 billion. Authentic Brands acquires brands and in turn offers country or continent-wise distribution and manufacturing rights to other company.
It is pertinent to mention here that sportswear and athleisure segment is expected to grow at an annual rate of 14 per cent to touch US $13 billion by 2024.
Bharat Tex Special Report 2026 
