Reebok Reinvents Itself with Slam Jam to Conquer Europe and America

  • 1 minute read
Hernan Ripiert
  • June 3, 2025
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Reebok joins forces with Slam Jam to boost its global presence through a renewed strategy in streetwear and athletic style.

Reebok, one of the world’s most iconic sportswear brands, has announced a strategic partnership with Slam Jam, the renowned Italian streetwear label, to expand its footprint across Europe, North America, and Central America. This move marks the beginning of a new era for the brand, with a fresh and culturally relevant approach.

Courtesy of Reebok

Luca Benini, founder of Slam Jam, commented: “We’re excited to join forces with Authentic and Reebok. Our mission has always been to connect global communities through style and culture.” The collaboration with Slam Jam promises a revitalized product portfolio for Reebok, strengthening its presence in physical stores, e-commerce, and through high-impact exclusive collaborations.

Steve Robaire, Executive Vice President of Reebok, emphasized: “This partnership symbolizes the rebirth of the brand. Slam Jam brings authenticity and a cultural vision that will elevate Reebok to a new level.”

Courtesy of Reebok

With this new strategy, Authentic Brands Group aims to reposition Reebok as a leader in athletic style and lifestyle fashion, leveraging the cultural legacy that Slam Jam has cultivated since 1989.

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Hernan Ripiert is Xmag’s Fashion Editor and a key creative force within the magazine. Trained in Fashion Design in Argentina, he brings a refined aesthetic vision to editorial productions. Originally from Mendoza, he is passionate about wine and skiing, and has worked with leading figures including Belinda, Lali Espósito and Blanca Suárez.
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