Aditya Birla Fashion and Retail to take over Reebok's operations in India

This deal marks ABFRL's foray into India's fast-growing sports and activewear segment

Aditya Birla Group’s fashion retail division Aditya Birla Fashion and Retail (ABFRL) has signed a long-term licensing agreement with US-based brand management company Authentic Brands Group (ABG) to exclusively distribute and sell Reebok products via wholesale, e-commerce, and Reebok branded retail stores in India and other Association of Southeast Asian Nations countries.

The deal signals ABFRL’s foray into the sports and activewear segment.

The transfer of ownership of the Reebok brand from Adidas to Aditya Birla Group is expected to close in the first quarter of 2022, the company said in its release.

“Over the past few years, this segment has been growing