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Authentic Brands Group Enters Partnership to Produce Reebok Equipment

Featured , Corporate • December 1, 2023

NEW YORK, NEW YORK (December 1, 2023) – Authentic Brands Group (Authentic), a global brand development, marketing and entertainment platform, announced a long-term partnership with Sakar International (Sakar), a top manufacturing company for Reebok. Through the partnership, Sakar will design, manufacture and distribute Reebok-branded basketball, pickleball, baseball, soccer and football equipment, as well as electronics, including audio, tech and massage products.

“We are pleased to partner with Sakar International to expand the Reebok brand into new product categories,” said Steve Robaire, EVP of Reebok at Authentic. “This partnership continues the momentum of Reebok’s return to sport on the heels of the Shaquille O’Neal, Allen Iverson, Justin Fields and Angel Reese announcements as we re-enter the sport equipment industry where Reebok has held a strong market position.”

This partnership comes at a time when Reebok is reaffirming its commitment to sports. With Sakar’s expertise in product development, Reebok intends to offer consumers a range of products that align with their active lifestyles and reflect the brand’s dedication to quality and innovation.

“Partnering with Authentic and Reebok is exciting for us. We can’t wait to see Authentic’s vision and our own innovation come to life in the products we create,” said Jeff Saka, President of Sakar International. “We have a common goal of delivering high-quality, fresh, interesting items across all categories and look forward to launching these lines in 2024.”

The new assortment will roll out across key department stores, specialty retailers and online across the U.S. and Canada in 2024.


Sakar International Justin Fields Angel Reese Steve Robaire Jeff Saka Reebok Shaquille O'Neal Allen Iverson Authentic Brands Group Equipment Sporting Goods