by Christopher Blomquist

Authentic Brands Group, which is expected to finalize its purchase of the Reebok brand from Adidas in the coming weeks, has entered a new strategic partnership with the JD Group, an existing global multichannel retailer for Reebok. Through the long-term agreement, JD will carry Reebok apparel and footwear for men, women and children in more than 2,850 of its company-owned stores and complementary e-commerce websites. The agreement covers all the banners in the JD Group in North America and Europe including JD, Finish Line, DTLR, Shoe Palace, Size?, Sprinter and SportZone.

Jamie Salter, Founder, Chairman, CEO of ABG said in a statement, “It’s an honor to welcome JD to our strategic network of retail partners who are committed to supporting Reebok’s brand integrity, vision and values. JD’s expanded support of Reebok as well as their new commitment to carrying the brand in their stores in North America and Europe speaks volumes to the brand’s cultural influence. This partnership solidifies Reebok’s position with an important global retailer.”

Peter Cowgill, Executive Chairman of JD added, “Reebok is an iconic global lifestyle brand with strong resonance across all JD channels and we are thrilled to partner with ABG to introduce new and exciting products to our legacy customers and JD’s growing Gen Z audience. Reebok fits squarely into our sports and active lifestyle verticals, and we look forward to maximizing Reebok’s potential by building on the brand’s incredible heritage.”

The rollout of the expanded assortment is set to launch next fall.

The partnership between ABG and JD is non-exclusive and the first of its kind in the regions. Reebok will continue to be sold at its current channels and elsewhere.

Reebok’s expansion into more physical stores runs counter to rival Nike’s current strategy, which has seen it recently withdraw from retail accounts such as DSW and Urban Outfitters in a move to pump up its DTC business.