​Through the new agreement, LF will deploy a full strategy that provides Korean consumers with Reebok each season as it engages in the fast-growing sports, activewear and outerwear segments, according to a press release from ABG.

The company said that the demand for these segments has grown exponentially as consumers continue to fuse street and athletic styles with functional fashion. 

“LF is a leading operator in South Korea and has proven expertise in developing and operating global lifestyle brands across the region,” ​said Corey Salter, chief operating officer, ABG.

“We are pleased to partner with LF, as we are confident in their ability to grow Reebok’s position in South Korea while retaining the brand’s unique DNA.”

In addition, the deal marks a significant milestone for LF, as Reebok becomes the most influential global sports brand within the lifestyle group’s portfolio.

“We are honored to welcome Reebok into our portfolio,” said ​Soung Kim, GM, head of Reebok division at LF.

“Reebok has a celebrated heritage, and we are excited to bring those elements to our consumers in an authentic and meaningful way. With more than 40 years of experience in the fashion industry, we are poised to expand Reebok’s presence across the region.”

The news comes on the back of ABG’s appointment of Kiyoshi Nakamura earlier this month. The executive was hired to assist in the development of new business in the Asia-Pacific and European regions.