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Authentic Brands Group and The CCC Group Expand Partnership for Reebok Across Eastern Europe

The CCC Group joins Reebok’s roster of leading operators across the region


Authentic Brands Group (Authentic), a global brand development, marketing and entertainment platform, today announced the signing of a long-term partnership with The CCC Group (CCC), a leading footwear company, for Reebok in Central and Eastern Europe.

Aligned with its global expansion strategy, the partnership with CCC empowers Reebok to amplify its direct-to-consumer distribution in crucial markets, reaching its global community where they are, and increases the brand’s footwear and apparel footprint across Central and Eastern Europe. 

“We are delighted to expand our partnership with The CCC Group for Reebok, an irreverent sports culture brand with a loyal and active global audience,” said Henry Stupp, President, Lifestyle EMEA and India, Authentic. “CCC’s regional retail expertise and deep understanding of the consumer demand provides Reebok with the opportunities and resources needed to gain market share and generate engagement across this important region. We look forward to working closely with CCC’s management team to further extend Reebok’s global footprint.”

CCC’s omnichannel focus provides consumers with a seamless shopping experience, connecting e-commerce with approximately 1,000 retail locations. Together with Authentic, CCC will drive Reebok’s growth and amplify its position at the intersection of sports and fashion.

“We are thrilled to join Authentic’s esteemed network of partners for Reebok. For CCC, this agreement provides access to an even wider range of iconic Reebok products. We look forward to incorporating Reebok products in all the 28 markets covered by the Group and within each of our business lines,” said Dariusz Miłek, CEO of The CCC Group.

About Authentic Brands Group

Authentic Brands Group (Authentic) is a global brand development, marketing and entertainment platform, which owns a portfolio of more than 40 iconic and world-renowned Lifestyle, Entertainment and Media brands. Headquartered in New York City, with offices around the world, Authentic connects strong brands with best-in-class partners and a global network of operators, distributors and retailers to build long-term value in the marketplace. Its brands generate more than $25 billion in global annual retail sales and have an expansive retail footprint in 150 countries, including 10,800-plus freestanding stores and shop-in-shops and 380,000 points of sale.

Authentic is committed to transforming brands by delivering powerful storytelling, compelling content, innovative business models and immersive experiences. It creates and activates original marketing strategies to drive the success of its brands across all consumer touchpoints, platforms and emerging media. Authentic’s brand portfolio includes Marilyn Monroe®, Elvis Presley®, Muhammad Ali®, Shaquille O’Neal®, David Beckham®, Dr. J®, Greg Norman®, Neil Lane®, Thalia®, Sports Illustrated®, Reebok®, Brooks Brothers®, Barneys New York®, Judith Leiber®, Ted Baker®, Hunter®, Vince®, Hervé Léger®, Hickey Freeman®, Frye®, Nautica®, Juicy Couture®, Vince Camuto®, Lucky Brand®, Aéropostale®, Forever 21®, Nine West®, Eddie Bauer®, Spyder®, Volcom®, Shark®, Tretorn®, Prince®, Airwalk®, Izod®, Jones New York®, Van Heusen®, Hart Schaffner Marx®, Arrow® and Thomasville®. 

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About CCC Group

CCC S.A. is one of Europe’s largest companies in the footwear segment. Since May 2021, the Company has also rolled out sales in the off-price segment through the HalfPrice store chain. The Group operates through about 90 e-commerce platforms and approximately 1,000 stores in 28 countries under the CCC, HalfPrice,, Modivo and DeeZee banners. CCC S.A. has been listed on the Warsaw Stock Exchange since 2004.

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About Reebok

Reebok is an iconic and irreverent sports culture brand with a rich and storied fitness heritage dating back to 1895. Founded on athletic footwear that changed the direction of sport, Reebok continues to introduce innovations that propel the industry forward. Today, Reebok sits at the intersection of active, lifestyle and sport, offering high quality and modern styles that are adaptable for every occasion. The brand strives to deliver every athlete, from professionals to enthusiasts, with the opportunity, products and inspiration to reach their full potential. Reebok currently operates in 80 countries with approximately 400 freestanding stores around the world.

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