by MR Magazine Staff

Authentic Brands Group (ABG), a global brand development, marketing, and entertainment company, and LF Corp. (LF), a lifestyle-focused company, today announced the signing of a long-term partnership agreement, which grants LF the exclusive rights to distribute and sell Reebok apparel and footwear for men’s, women’s and kid’s, through wholesale, e-commerce and Reebok branded retail stores in South Korea. Reebok currently has over 30 points of sale throughout South Korea.

Soung Kim, GM, Head of Reebok Division at LF commented, “We are honored to welcome Reebok into our portfolio. Reebok has a celebrated heritage, and we are excited to bring those elements to our consumers in an authentic and meaningful way. With more than 40 years of experience in the fashion industry, we are poised to expand Reebok’s presence across the region.”

Through the new agreement, LF will leverage Reebok’s fitness heritage and deploy a head-to-toe strategy that provides consumers with Reebok each season as it engages in the fast-growing sports, activewear, and outerwear segments. The demand for these segments has grown exponentially as consumers continue to fuse street and athletic styles with functional fashion. In addition, this deal marks a significant milestone for LF, as Reebok becomes the most influential global sports brand within their portfolio.

This partnership furthers ABG’s global Reebok strategy of assembling a network of core operating partners around the world who are committed to driving innovation and growth while upholding the brand’s integrity and values. LF will partner with Reebok Design Group (RDG), the newly established global brand hub based in Boston, on all men’s, women’s, and kids’ footwear and apparel design, development, innovation, and creative direction to drive a unified brand voice and vision.

Corey Salter, Chief Operating Officer, ABG, added, “LF is a leading operator in South Korea and has proven expertise in developing and operating global lifestyle brands across the region. We are pleased to partner with LF as we are confident in their ability to grow Reebok’s position in South Korea while retaining the brand’s unique DNA.”