Dive Brief:
- Continuing its relationship with the brand, Macy’s is integrating more of Reebok’s activewear products into select stores, online and on its mobile app, the retailer announced on Tuesday.
- The collection includes sportswear and activewear for men and women, including extended sizes that span fitness, lifestyle and various training categories. Consumers can now shop the sportswear assortment, ranging from sports bras and shirts to joggers and jackets, priced between $25 and $85.
- As part of the expanded partnership between the two companies, Reebok will create products and capsule collections exclusively for Macy’s.
Dive Insight:
The expanded collaboration with Reebok deepens the current relationship between the two companies. Last May, Macy’s announced plans to offer more Reebok apparel for men, women and children at its department stores. At that time, the brand also said it would offer exclusive products for the department store.
“We are collaborating with Reebok in the design process to bring exclusive products to our customers,” Rachel Leinwand, Macy’s vice president of merchandising Active, Basics, Outdoor, said in a statement. “The partnership with Reebok expands our sportswear and activewear assortment in a space where Reebok has authority, giving our customers more ways to own their style.”
In addition to Macy’s, Reebok has been forging partnerships with other retailers seeking to grow their product assortment. In February 2022, the athleticwear brand also began offering exclusive items to Foot Locker, including some products from athletes like Shaquille O’Neal and Allen Iverson.
Before and during its recent pursuit of wholesale retail partners, Reebok has changed ownership and leadership. In August 2021, Authentic Brands bought Reebok for nearly $2.5 billion in a mostly cash transaction. Later that year, Authentic Brands announced a partnership between Reebok and JD Group to distribute the brand’s products in nearly 3,000 physical stores.
Following the finalized acquisition, Authentic Brands appointed Todd Krinksy as Reebok’s new CEO. Krinsky replaced Matt O’Toole, who became the executive vice chairman of Authentic Brands.
