Genuine Manufacturers Group is partnering with Slam Jam to extend the publicity of its Reebok model in Europe in addition to North and Central America.
As a part of the deal, the Italy-based streetwear firm will work with the Reebok Design Group, the model’s world design group, to increase the model’s attain and product providing with retailers world wide.
“We’re grateful and excited to embark on this journey along with Genuine and Reebok,” stated Luca Benini, founding father of Slam Jam. “The model has been pushing the perimeters of tradition by sport and way of life for generations, giving voice to native and world actions with impression.”
Based by Benini in 1989, Slam Jam has been a pioneer in streetwear and sneaker tradition and was instrumental in introducing world manufacturers to the European market.
“Slam Jam is a confirmed chief and tastemaker within the world trend and streetwear house,” stated Steve Robaire, government vice chairman of Reebok. “Their historical past, credibility, and connection to prime retail companions make them the best accomplice to assist usher Reebok into its subsequent period. This partnership displays a whole rebirth of our technique, bringing Reebok to market with a pointy cultural lens and the authenticity that Slam Jam has embodied for over three many years.”
Reebok had beforehand labored with New Guards Group which had operated the European operations of Reebok’s branded shops and e-commerce and labored to construct wholesale distribution of the model there. It was additionally the unique accomplice to create and distribute high-end collaboration merchandise in additional than 50 nations, together with the U.S., Canada and all through Europe.
However the deal soured and Genuine terminated that relationship final fall after NGG cited “unfavorable financial phrases” with the licensing deal. That opened the door for the Slam Jam partnership. Two weeks after shedding the Reebok license, New Guards Group filed for Chapter 11-style proceedings in Italy.
Genuine owns greater than 50 manufacturers globally that generate some $32 billion in annual retail gross sales. Along with Reebok, it additionally owns Champion, Nautica, Sports activities Illustrated, Brooks Brothers, Vince Camuto, Sperry, Hunter and Ted Baker.
