Reebok, Slam Jam, and Authentic Brands Team Up to Redefine Global Style and Culture

Under the stewardship of Authentic Brands Group, Reebok has been actively seeking ways to strengthen its global footprint and reconnect with both loyal and new consumers.

The new partnership with Slam Jam is designed to leverage the Italian company’s deep roots in streetwear, fashion, and sneaker culture, as well as its extensive network of premium retail partners. According to the official press release, this alliance is intended to ensure that Reebok reaches “discerning consumers through key global retail partners,” working in close collaboration with RDG Global, the brand’s global design hub and supplier.

Slam Jam, founded by Luca Benini in 1989, has been at the forefront of underground culture and high fashion for over three decades. The company is widely recognized for its curatorial precision and cultural credibility, having introduced numerous iconic brands to the European market and influenced urban subcultures and fashion movements around the world. Authentic described Slam Jam as “a cultural institution and premium lifestyle company and distributor,” highlighting its unique ability to operate at the intersection of underground culture and high fashion.

Voices Behind the Partnership

The excitement surrounding the partnership is evident from both sides. Luca Benini, founder of Slam Jam, shared his enthusiasm for the collaboration:

“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.”

This sentiment is echoed by Steve Robaire, EVP of Reebok at Authentic, who emphasized Slam Jam’s unique position in the global fashion and streetwear space:

“Slam Jam is a proven leader and tastemaker in the global fashion and streetwear space. 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.”

The Impact on Reebok’s Future

The partnership is more than just a distribution deal; it represents a strategic evolution for Reebok. By aligning with Slam Jam, Reebok aims to tap into new retail opportunities and deepen its connection with culturally engaged consumers. Authentic stated that the collaboration “underscores Authentic’s mission to unlock Reebok’s full potential through culturally connected relationships that deepen consumer affinity.”

Slam Jam’s track record of introducing global brands to Europe, combined with its unwavering creative vision, positions it as an ideal partner for Reebok’s next phase of growth. The company’s influence extends from its roots in Ferrara, Italy, to urban centers worldwide, consistently shaping trends and movements within the streetwear and fashion communities.

Looking Ahead

As Reebok enters this new era, the partnership with Slam Jam is poised to blend sport, lifestyle, and street culture in innovative ways. The collaboration will prioritize quality, creativity, and authenticity, ensuring that Reebok remains relevant in a rapidly changing market. By leveraging Slam Jam’s expertise and network, Reebok is set to reach new audiences and strengthen its position as a leading global brand.

For consumers, this means more access to exclusive products, thoughtfully curated retail experiences, and a brand that continues to push the boundaries of culture through sport and lifestyle. As both companies look to the future, the partnership stands as a testament to the power of collaboration and the enduring influence of street culture on the global stage.