Farfetch, the global luxury fashion platform, has launched its European partnership with Reebok after announcing a deal with Reebok’s owner, Authentic Brands Group, in 2022. Under the partnership, New Guards Group, a wholly-owned Farfetch company, has formed a new division called NGG++ to operate the Reebok brand.
Cristiano Fagnani, previously Chief Marketing Officer of NGG, has been appointed CEO of NGG++. The partnership aims to expand the brand by expanding its luxury collaboration offerings globally, and NGG++ will focus on accelerating opportunities for NGG brands’ sportswear and sneaker categories. The partnership will oversee Reebok’s marketing, e-commerce operations and drive wholesale distribution.
Farfetch aims to expand Reebok into the luxury space and capture a new luxury global audience by leveraging the brand through luxury collaborations and new high-end products designed in Milan and made in Italy.