Authentic taps Source Sport for Reebok performance apparel expansion in UK, Ireland

Authentic Brands Group (Authentic) announced on Thursday a strategic partnership with Source Sport Limited T/A Sports Hub Group (SHG), a brand licensee, to expand the Reebok brand in the UK and Ireland.

As part of the partnership, SHG will take on the responsibility of manufacturing and distributing Reebok branded soccer and basketball team training apparel, uniforms, sportswear, training accessories, and souvenirs catering to men, women, boys, and girls in the UK and Ireland.

“Together with SHG, we are expanding Reebok’s performance apparel offerings,” said Steve Robaire, EVP of Reebok at Authentic. “This partnership comes at a great time for Reebok as we further extend our global footprint to reclaim the brand’s rightful place in sports culture.”

The move underscores Reebok’s commitment to re-establishing its presence in the sports arena. SHG, known for its dedication to both form and function, aims to deliver an extensive range of Reebok apparel that resonates with the active lifestyles of consumers.

“We are delighted to partner with Authentic on Reebok, a brand that is synonymous with sporting excellence,” added John Carden, managing director of SHG.

“We believe we can offer a truly unique service and product offerings. This will allow us to re-introduce Reebok into the sports market and utilize our product development and distribution expertise to achieve ambitious growth targets for the brand.”

In December, Authentic Brands-owned Reebok announced a long-term partnership with Sakar International, to design, manufacture and distribute Reebok-branded basketball, pickleball, baseball, soccer and football equipment, as well as electronics, including audio, tech and massage products.

Last year, the brand also appointed Shaquille O’Neal to the role of president of Reebok basketball, coinciding with the appointment of Allen Iverson, as vice president Reebok basketball.