Authentic Brands Group is partnering with Slam Jam to increase the exposure of its Reebok brand in Europe as well as North and Central America.

As part of the deal, the Italy-based streetwear company will work with the Reebok Design Group, the brand’s global design organization, to expand the brand’s reach and product offering with retailers around the world.

“We are thankful and excited to embark on this journey together with Authentic and Reebok,” said Luca Benini, founder of Slam Jam. “The brand has been pushing the edges of culture through sport and lifestyle for generations, giving voice to local and global movements with impact.”

Founded by Benini in 1989, Slam Jam has been a pioneer in streetwear and sneaker culture and was instrumental in introducing global brands to the European market.  

“Slam Jam is a proven leader and tastemaker in the global fashion and streetwear space,” said Steve Robaire, executive vice president of Reebok. “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.”

Reebok had previously worked with New Guards Group which had operated the European operations of Reebok’s branded stores and e-commerce and worked to build wholesale distribution of the brand there. It was also the exclusive partner to create and distribute high-end collaboration products in more than 50 countries, including the U.S., Canada and throughout Europe.

But the deal soured and Authentic terminated that relationship last fall after NGG cited “unfavorable economic terms” with the licensing deal. That opened the door for the Slam Jam partnership. Two weeks after losing the Reebok license, New Guards Group filed for Chapter 11-style proceedings in Italy.

Authentic owns more than 50 brands globally that generate some $32 billion in annual retail sales. In addition to Reebok, it also owns Champion, Nautica, Sports Illustrated, Brooks Brothers, Vince Camuto, Sperry, Hunter and Ted Baker.