Authentic Brands Expands Reebok Operations with Galaxy Universal, Batra Group

Authentic Brands Group (ABG) has announced new partnerships to restructure Reebok's operations in the U.S., Europe, and the UK. Galaxy Universal will take charge of Reebok's U.S. footwear operations, retail, and e-commerce, and lead global product creation, design, and sourcing, while Reebok's headquarters will remain in Boston. A joint venture called GB Brands Europe Limited, formed between Galaxy Universal and Batra Group, will manage Reebok’s operations in Europe and the UK, replacing the previous distributor New Guards Group. ABG emphasized that these changes aim to accelerate Reebok’s growth trajectory in 2025, building on its strong performance over the past three years. Jarrod Weber, ABG's global president, highlighted Galaxy's experience and entrepreneurial spirit as key to the partnership's success. Both Galaxy and Batra expressed enthusiasm about maximizing Reebok’s potential and enhancing its market presence globally.