Authentic Brands Group Partners With David Beckham And Finalises Acquisition Of Reebok
March 2, 2022
Authentic Brands Group (ABG), a global brand owner, development and entertainment company, today announces that it has entered into a strategic partnership with David Beckham to co-own and manage Beckham’s global brand. In connection with the partnership, David Beckham has become a shareholder in ABG. Regarded as one of the most successful athlete-turned-entrepreneurs, Beckham has built a diverse portfolio of brands and businesses that connect with audiences worldwide and is supported by key strategic partners including Adidas, Tudor, Maserati, EA Sports, Sands and Diageo.
David Beckham joins the roster of ABG’s growing entertainment portfolio that includes some of the world’s most celebrated athletes and iconic sports brands such as Muhammad Ali, Shaquille O’Neal and Sports Illustrated. He and his management team will partner with ABG to grow the David Beckham brand through strategic endorsements, innovative business models, compelling digital and media partnerships and new consumer products.
“We are thrilled to welcome David Beckham to ABG’s esteemed entertainment division and even further honored to call him an ABG shareholder. David is a superstar talent with an incredible global brand reach and a highly influential presence,” said Jamie Salter, Founder, Chairman and CEO of ABG. “David and his team have built an enterprise that spans sports, entertainment, lifestyle and luxury, and we see significant opportunities to scale his brand and expand it into new verticals.”
“ABG takes an innovative approach to global brand development, and I’m delighted to be joining them,” said David Beckham. “Our shared vision makes ABG the ideal strategic partner to help unlock the full potential of my brand and business. I’m incredibly grateful for the support I have received in my business career and proud of what our team has achieved. I’m excited for the next chapter.”
The partnership with David Beckham marks a definitive step in ABG’s global strategy to expand its corporate footprint, launch new business verticals and drive growth in key territories, including EMEA and APAC. As part of this next phase, ABG officially opens its European headquarters in London. The office will house the David Beckham team, who have been welcomed into the ABG family.
ABG also becomes the largest shareholder in Studio 99, an integrated creative and production studio co-founded by Beckham in 2019. The company has a slate of documentary series in development and production for global platforms, including Netflix and Disney+, in addition to a commercial business generating content and creative marketing campaigns for a range of global brand clients.
Beckham’s digital presence is considered one of the most influential in the world, with a following of more than 138 million, bringing ABG’s total portfolio-wide social media following to more than 420 million. Beckham’s annual impressions surpass 9 billion across Instagram, Facebook and Chinese platforms Weibo and Douyin, which has the highest engagement of any international account. He is also the most followed and engaged individual on social media in the U.K.
With a professional football career spanning more than two decades, Beckham has played for some of the most successful clubs in the world. He was a member of Manchester United’s celebrated “Class of ‘92” and was the first English footballer to win league titles in four countries: with Manchester United in England, Real Madrid in Spain, LA Galaxy in the United States and Paris Saint-Germain in France. He is a former England Captain who played 115 times for his country including in three FIFA World Cups. In 2018, Beckham became co-owner of Major League Soccer franchise Inter Miami CF, the culmination of his lifelong ambition to build a new football club and create a lasting legacy in the game.
Authentic Brands Group Completes Acquisition Of Reebok From adidas
Authentic Brands Group (ABG) today announced that it has completed the acquisition of Reebok from adidas. As it ushers in its largest acquisition to date, the global brand development, marketing and entertainment company is charting a new path for Reebok.
“Reebok is a brand that needs no introduction,” said Jamie Salter, Founder, Chairman and CEO of ABG. “The Reebok team has done an incredible job of cementing Reebok’s place in the minds and hearts of consumers. Through ABG’s operating model, Reebok will have the ability to evolve and embrace its iconic creativity, quality and innovation. It’s time to let Reebok be Reebok.”
With Reebok, ABG is taking a page from its playbook, connecting strong brands with best-in-class partners and a global network of operators, distributors, and retailers to optimize value in the marketplace. An essential pillar of ABG’s strategy is preserving Reebok’s DNA and a commitment to the brand’s heritage through the formation of Reebok Design Group (RDG) in partnership with SPARC Group. RDG is the global brand hub for the design, development and innovation for footwear and apparel servicing partners around the world.
“Product has always been at the forefront of Reebok, and we are committed to upholding the standard that our brand fans and consumers have come to expect,” said Matt O’Toole, President of RDG. “2021 was a banner year for Reebok, and in part that was a credit to our focus on the iconic silhouettes that immortalize the brand. Under new ownership, we have an exciting opportunity to reclaim our place in the market and take Reebok to even greater heights.”
Reebok has inspired, connected and created great products for athletes and consumers across the world for generations. The brand is deeply rooted in professional sports, sneaker culture and performance apparel and will continue to deliver on its mission of providing each and every consumer with the opportunity, products and inspiration to achieve and exceed their potential.
From creating the first spiked running shoe over a century ago, to its breakthrough THE PUMP™ technology, to today with its award-winning Nano and Floatride models, Reebok has pioneered in the athletic space and continues to introduce innovations that propel the industry forward. The Reebok Classic Leather and Club C have cemented itself as icons within the footwear industry with their timeless and classic designs that first debuted nearly 4 decades ago and continue to be reimagined through unexpected collaborations with world-renowned creatives and design houses.
“Reebok is one of the few super brands that has the permission to play in any space,” said Nick Woodhouse, President and CMO of ABG. “Its position at the intersection of fashion, sports and culture allows Reebok to be elastic while staying true to its celebrated ethos and unmistakable DNA.”
To support the new global structure for Reebok, ABG has assembled a roster of key players from around the world who will drive distribution and further Reebok’s business in key territories while upholding the brand’s integrity and values.