Reebok has partnered with the Italian streetwear stalwarts, Slam Jam, as an official partner to increase its brand exposure across the Europe as well as the USA & Canada.
Sold to Authentic Brands back in August 2021 from adidas for $2.5 billion the iconic sportswear brand, Reebok, is famed for its “all leather” classics from the 1980s such as the Club C, the Powerphase & the Workout to name a few. The Bolton born sportswear brand will now join forces with the iconic Italian streetwear store, Slam Jam, as an official partner to increase exposure for the brand across Europe as well as the USA & Canada. Originally founded in 1989 by Luca Benini, Slam Jam has become a respected name in the industry from introducing brands like ROA, recently collaborating with Umbro & previously partnering with online platforms like Real Clobber Magazine (started by yours truly) to launch core brands like Stone Island for its UK webstore.
As part of the deal the Italian streetwear stalwarts will work directly with the Reebok Design Group which is the brand’s global design organisation to expand Reebok’s reach and product offerings. Cited as a complete rebirth of Reebok’s current strategy to usher them into the next era, the partnership will combine Slam Jam’s non-conformist attitude & industry experience with some of the greatest “casual” trainer styles the world has probably ever seen. Authentic Brands also purchased the pioneers of ‘reverse weave’, Champion, from Hanesbrands for $1.2 billion back in June 2024. Also don’t forget to subscribe to KULT & follow @kult_recruit to keep up to date with all the latest industry news.
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.
Luca Benini – Founder Slam Jam
