Authentic Brands Group (Authentic) today announced a strategic partnership with Slam Jam, a cultural institution and premium lifestyle company and distributor, to expand Reebok’s presence across the United States, Canada, Central, and Eastern Europe. The partnership marks a pivotal step in Reebok’s continued global growth strategy under Authentic’s stewardship.
“We are thankful and excited to embark on this journey together with Authentic and Reebok. The brand has been pushing the edges of culture through sport and lifestyle for generations, giving voice to local and global movements with impact,” said Luca Benini, Founder of Slam Jam.
Through the partnership, Slam Jam becomes a key part of Reebok’s global partner networking, working in close coordination with RDG, the brand’s the global design hub and supplier. With a shared commitment to product excellence and cultural relevance, Slam Jam will collaborate with RDG to ensure the brand reaches discerning consumers through key global retail partners.
Founded by Luca Benini in 1989, Slam Jam has long been regarded as a pioneering force in fashion, streetwear, and sneaker culture. With a reputation built on curatorial precision and cultural credibility, Slam Jam was instrumental in introducing iconic global brands to Europe and has grown into a robust powerhouse, operating at the intersection of underground culture and high fashion. From its roots on the outskirts of Ferrara, Italy, the company has maintained its uncompromising creative vision, leveraging decades of experience to influence urban subcultures and fashion movements around the world.
“Slam Jam is a proven leader and tastemaker in the global fashion and streetwear space,” said Steve Robaire, EVP, 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. This partnership reflects a complete rebirth of our strategy, bringing Reebok to market with a sharp cultural lens and the authenticity that Slam Jam has embodied for over three decades.”
As a global brand development and licensing platform, the partnership with Slam Jam underscores Authentic’s mission to unlock Reebok’s full potential through culturally connected relationships that deepen consumer affinity. By prioritizing quality and opening new retail opportunities that resonate with each market’s diverse and ever-evolving communities, Reebok is poised to expand and elevate its impact worldwide.
About Authentic Brands Group
Authentic Brands Group (Authentic) is the world’s leading owner of sports, lifestyle and entertainment intellectual property. It acquires and owns iconic brands, repositions them for long-term growth and partners with top-tier operators to scale globally, all while delivering bold storytelling and marketing that brings each brand to life.
Authentic owns more than 50 global brands, generating approximately $32 billion in annual retail sales. These brands have a significant presence in 150 countries, with more than 29,000 freestanding stores and shop-in-shops, as well as 400,000 points of sale worldwide. Authentic’s portfolio of globally recognized brands includes Shaquille O’Neal, David Beckham, Reebok, Champion, Nautica, Elvis Presley, Marilyn Monroe, Sports Illustrated, Eddie Bauer, Aéropostale, Lucky Brand, Nine West, Brooks Brothers, Juicy Couture, Vince Camuto, Quiksilver, Billabong, Sperry, Hunter and Ted Baker. Through its joint venture with Saks Global, Authentic Luxury Group (ALG), it drives growth for luxury and accessible luxury brands, including Barneys New York, Judith Leiber, Hervé Léger, Vince, Neiman Marcus, Saks Fifth Avenue and Saks OFF 5TH.
For more information, visit authentic.com.
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About Slam Jam
Founded by Luca Benini in 1989, Slam Jam was born to serve the underground long before the term streetwear even existed. From its headquarters in Ferrara, far from the European fashion establishment, Slam Jam was able to hone its own unique, highly distinctive style, using art, music and clubbing as its guide to connecting with tribes of like-minded people across the World, and becoming Italy’s first importer of then unknown brands such as Stussy.
Beginning with a small warehouse on the rural outskirts of Ferrara, over the last almost 30 years Slam Jam has become a globally recognized cultural institution and seal of approval applied to clothing and goods that represent urban subcultures.
Today it leverages its credibility and experience within the community to globally promote the style and attitudes of urban subcultures. Beyond its distribution and retail businesses, Slam Jam collaborates with brands as a full-stack go-to-market global partner, providing every level of service from direction of branding and design, to wholesale, retail and engagement with the community.
