The Reebok European expansion strategy gains momentum as Slam Jam takes the lead across culturally driven markets on the continent.
Slam Jam to Lead Reebok European Expansion Strategy
Reebok’s expansion strategy in Europe is gaining momentum thanks to a major partnership with Authentic Brands Group (Authentic) and the Italian streetwear authority, Slam Jam. Slam Jam, known for its strong cultural influence and curatorial expertise, will take the lead in driving Reebok’s growth. This partnership will focus on expanding the brand in Central and Eastern Europe, as well as in Canada and the U.S. With Slam Jam’s deep connections in the streetwear scene, Reebok is well-positioned to strengthen its presence in these markets.
Luca Benini founded Slam Jam in 1989. Since then, the company has played a key role in the evolution of streetwear in Europe. It introduced influential brands like Stüssy and has significantly shaped subcultural fashion, starting from Ferrara and reaching a global audience. Moreover, Slam Jam boasts decades of distribution experience. It has also built strong connections with fashion-forward retailers. As a result, Slam Jam is well-prepared to enhance Reebok’s presence in important style-driven markets.
A Cultural Connector for Reebok
Under this partnership, Slam Jam becomes a key figure in Reebok’s global strategy. It will work directly with RDG, the brand’s global design hub and supplier, to deliver products with high cultural and creative value.
“We are thankful and excited to embark on this journey together with Authentic and Reebok,” said Luca Benini. “The brand has been pushing the edges of culture through sport and lifestyle for generations.”
With Slam Jam’s involvement, Reebok’s European expansion strategy gains momentum. This initiative promises a blend of thoughtful product selection and community engagement. Furthermore, the plan includes strategic retail locations that will enhance the brand’s presence in the market. Together, these elements create a strong foundation for Reebok’s growth in Europe.
Authentic’s Vision Meets Slam Jam’s Credibility
“Slam Jam is a proven leader and tastemaker in the global fashion and streetwear space,” said Steve Robaire, EVP of Reebok at Authentic. “Their history, credibility, and connection to top retail partners make them the ideal partner to help usher Reebok into its next era.”
Authentic’s licensing model paired with Slam Jam’s cultural fluency allows Reebok to move nimbly in an increasingly competitive European market.
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