Athletic brand Reebok has partnered with a department store chain to create exclusive apparel and footwear collections.Athletic brand Reebok has partnered with department store chain Macy's to create exclusive apparel and footwear collections. The retailer's stores and online channels sell workout, fitness and lifestyle clothing for prices ranging fr om $25 to $85.
The expanded partnership between Reebok and Macy's involves creating capsule collections that will not be sold at other chains or in the brand's outlets.
The collaboration continued after an experiment to expand the men's, women's and children's apparel assortment at Macy's department stores in 2022. The parties agreed to have exclusive products in the stores.
"We are partnering with Reebok on a design process to offer exclusive products to our customers," Rachel Leinwand, Macy's vice president of merchandising for Active, Basics, Outdoor, said in a statement. "Partnering with Reebok expands our range of sports and activewear in a space wh ere Reebok has credibility, giving our shoppers more options for their own style."
Reebok also continues to partner on this scheme with other retailers. For example, the athletic brand's exclusive merchandise has been sold in Foot Locker stores since early 2022. The brand is following a new strategy after being absorbed by Authentic Brands. The new owners have promised to increase the brand's distribution network by 3,000 stores.