MILAN — New Guards Group is beefing up management at its sportswear- and sneaker-leaning NGG++ division, home to Reebok as its operating partner in Europe.
The Farfecth Ltd.-owned fashion group has named Adidas alum Markus Kleber as Reebok Europe and Reebok Ltd. senior vice president and general manager, a new role. He will report to Cristiano Fagnani, chief executive officer of NGG++ and also CEO of Off-White. The latter is a role he took on in June following the departure of the brand’s CEO Andrea Grilli.
Kleber was most recently global vice president of product for Adidas Outdoor. He was previously general manager Europe, the Middle East and Africa at motorbike clothing and accessories company Fox Racing and has held executive roles at Adidas, The North Face and Vans in Europe and the U.S.
“With its strong sportswear heritage, Reebok is among the most iconic brands in our sector which has constantly worked to innovate the sports world blending creativity and sport culture,” Kleber said. “Combining New Guards Group’s experience in branding and design with the digital prowess of Farfetch to the benefit of Reebok represents our big advantage. I’m honored to be joining this iconic brand and talented team and look forward to shaping our future,” he offered.
The alliance between New Guards Group and Reebok came on the heels of the latter’s acquisition by Authentic Brands Group from Adidas in 2021, a deal pegged at 2.1 billion euros. Inching toward the closing of the deal, the new owner revealed it had forged ties with New Guards Group as Reebok’s core operating partner across Europe.
New Guards Group launched the NGG++ division in May to operate the Reebok licenses, promoting Fagnani, previously its chief marketing officer, to the NGG++ CEO post.
Under the terms of the deal between Authentic Brands Group and New Guards Group, the latter has taken on the European operations of Reebok’s branded retail stores and e-commerce, also working to drive wholesale distribution for the label. The deal also appointed New Guards Group as the exclusive partner to create and distribute high-end collaboration products for Reebok in more than 50 countries including the U.S., Canada and across Europe. The agreement covers footwear, sportswear and activewear for men, women and children.
New Guards Group is home to 10 international brands, which, in addition to Reebok, include Marcelo Burlon County of Milan, Palm Angels, Unravel Project, Heron Preston, Alanui, Peggy Gou, Ambush and There Was One. It is also the licensee of Off-White.
Eyes are on Farfetch as the beleaguered luxury platform is reportedly reviewing several options in the wake of its market capitalization sinking to roughly $620 million from $1.8 billion earlier this year.
Most recently the e-commerce giant canceled its earnings update and pulled its guidance after a report that the founder, chairman and CEO José Neves was working to take the luxury platform private. It is also said to be mulling a sale of Browns, according to industry sources, and has seen Compagnie Financière Richemont, which was set to close a long-awaited deal to pass the baton on Yoox Net-a-porter to Farfetch later this year, declare that the agreement might not come to fruition.
