Press Release

Authentic Brands Group and Sakar International Announce Partnership for Reebok

New York, NY / Nov 29, 2023 / Authentic Brands Group

Authentic Brands Group (Authentic), a global brand development, marketing and entertainment platform, today announced a long-term partnership with Sakar International (Sakar), a top manufacturing company for Reebok. Through the partnership, Sakar will design, manufacture and distribute Reebok-branded basketball, pickleball, baseball, soccer and football equipment, as well as electronics, including audio, tech and massage products.

[p”We are pleased to partner with Sakar International to expand the Reebok brand into new product categories,” said Steve Robaire, EVP of Reebok at Authentic. “This partnership continues the momentum of Reebok’s return to sport on the heels of the Shaquille O’Neal, Allen Iverson, Justin Fields and Angel Reese announcements as we re-enter the sport equipment industry where Reebok has held a strong market position.”[/p]

This partnership comes at a time when Reebok is reaffirming its commitment to sports. With Sakar’s expertise in product development, Reebok intends to offer consumers a range of products that align with their active lifestyles and reflect the brand’s dedication to quality and innovation.

“Partnering with Authentic and Reebok is exciting for us. We can’t wait to see Authentic’s vision and our own innovation come to life in the products we create,” said Jeff Saka, President of Sakar International. “We have a common goal of delivering high-quality, fresh, interesting items across all categories and look forward to launching these lines in 2024.”

The new assortment will roll out across key department stores, specialty retailers and online across the U.S. and Canada in 2024.

About Authentic Brands Group

Authentic Brands Group (Authentic) is a global brand development, marketing and entertainment platform, which owns a portfolio of more than 50 iconic and world-renowned Lifestyle, Entertainment and Media brands. Headquartered in New York City, with offices around the world, Authentic connects strong brands with best-in-class partners and a global network of operators, distributors and retailers to build long-term value in the marketplace. Its brands generate more than $29 billion in global annual retail sales and have an expansive retail footprint in 150 countries, including 13,100-plus freestanding stores and shop-in-shops and 370,000 points of sale.

Authentic is committed to transforming brands by delivering powerful storytelling, compelling content, innovative business models and immersive experiences. It creates and activates original marketing strategies to drive the success of its brands across all consumer touchpoints, platforms and emerging media. Authentic’s brand portfolio includes Marilyn Monroe®, Elvis Presley®, Muhammad Ali®, Shaquille O’Neal®, David Beckham®, Dr. J®, Greg Norman®, Neil Lane®, Thalia®, Sports Illustrated®, Reebok®, Brooks Brothers®, Barneys New York®, Judith Leiber®, Ted Baker®, Hunter®, Vince®, Hervé Léger®, Hickey Freeman®, Frye®, Nautica®, Juicy Couture®, Vince Camuto®, Lucky Brand®, Aéropostale®, Forever 21®, Nine West®, Rockport®, Eddie Bauer®, Boardriders®, Quiksilver®, Billabong®, Roxy®, DC Shoes®, RVCA®, Element®, VonZipper®, Honolua®, Spyder®, Volcom®, Shark®, Tretorn®, Prince®, Airwalk®, Izod®, Jones New York®, Van Heusen®, Hart Schaffner Marx®, Arrow® and Thomasville®.

For more information, visit

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About Sakar International

Sakar International, Inc. is a leading provider of consumer electronics and accessories, with a rich heritage of technology innovation since 1977, Sakar has developed a global presence by consistently evolving alongside technology to develop on-trend, cutting-edge products. Sakar licenses over 40 major entertainment and corporate brands and has maintained a diverse portfolio of product offerings, including wheeled goods, youth electronics, digital & action cameras, audio & mobile accessories, health, wellness & grooming accessories, beauty tools & implements, sporting games & inflatables and much more. Sakar is the parent company to Vivitar, a full-spectrum consumer tech company specializing in the production of cameras, camcorders, mobile accessories, and health and wellness products. Sakar is headquartered in Edison, NJ, with additional offices in Canada, Latin America, Australia, Hong Kong, and China. For more information, visit

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