Aditya Birla Fashion & Retail(ABFRL) has inked a long term licensing agreement to distribute and sell Reebok products in India and other ASEAN countries. “This deal marks a foray for ABFRL into India's fast growing sports and active wear segment. Over the last few years, this segment has been growing rapidly on the heels of rising income levels, increased health consciousness, and the adoption of active lifestyles by young Indians” the company said.

ABFRL is known for its lifestyle and formal wear brands such as Allen Solly, Louis Philippe, Peter England, Pantaloons, and VanHeusen. It has been on an acquisition spree and has acquired several brands across fashion segments. The company has particularly

shown a keen interest in making ethnic wear portfolio and took over key designer labels. ABFRL will partner with Reebok Design Group(RDG), the newly established global brand hub based in Boston.

"The transaction marks a significant milestone in the journey of ABFRL, which has evolved its portfolio into a powerhouse of brands across all major fashion and lifestyle segments over the last several years. The addition of Reebok, a marquee global sports and active wear brand will fill an important white space in ABFRL's portfolio," the company said.

Ashish Dikshit, Managing Director, ABFRL said, "As Indians get more active, athletic and health focussed, their consumption of apparel and accessories is expected to increasingly change in line with these trends, providing an opportunity to build iconic brands of global repute. Reebok is one of the leading brands in the sporting goods industry globally and has built a very strong presence in the Indian market over the last two decades. In partnership with ABG, we plan to accelerate Reebok's business in India, combining its global appeal and salience amongst Indian youth. This transaction further strengthens the ABFRL port folio and increases our ability to engage with consumers across various need spaces".