Authentic Brands taps Sakar International for Reebok distribution deal

Authentic Brands Group has announced a long-term partnership with Sakar International, a top manufacturing company for Reebok.

Under the agreement, 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.

“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 partnership comes at a time when Reebok is reaffirming its commitment to sports, offering consumers a range of quality and innovative products that align with their active lifestyles, according to a press release.

“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.”

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

In October, ​Authentic Brands-owned Reebok announced the appointment of Shaquille O’Neal to the role of president of Reebok basketball, coinciding with the appointment of Allen Iverson, as vice president Reebok basketball.