Reebok LTD is a new premium line from Reebok, the iconic and irreverent sports culture brand, dedicated to creating a new interpretation of sport and style, finessed by Italian craftsmanship. Led by New Guards Group, a FARFETCH Group company, and as part of the partnership with Authentic Brands Group, this new proposition aims to further elevate the Reebok brand through new products and collaborations. 

Reebok LTD – LEARN. TEST. DESIGN. – is a playground for creative evolution. A platform to unlock personal expression and stimulate progress, a space that uncovers the past to inspire the future. A creative process in constant evolution. The curated line will be available globally and feature new products and experiences that continue Reebok’s mission to redefine the space between sport and culture. A forward-thinking vision fuels the release of premium collections, exclusive collaborations, and special projects, all of which, build off Reebok’s iconic heritage and timeless designs. 

“Reebok LTD embodies the progressive NGG spirit. Our mission is to build cultural relevance, craft elevated and unique products and generate sustainable growth. The launch of this pinnacle collection, and related collaborations is a key step forward in our journey to leverage Reebok’s equity and reimagine the brand’s DNA, with a fresh and unique philosophy, LEARN. TEST. DESIGN,” said Cristiano Fagnani, NGG++ CEO. 

“We’re thrilled to partner with NGG to bring the consumer Reebok LTD, a new modern and premium assortment from the brand. The Reebok LTD platform offers products and collaborations that represent the ultimate caliber of design, luxury, and craftsmanship built upon Reebok’s timeless designs and iconic heritage,” said Todd Krinsky, Reebok CEO. “It’s an exciting time for the brand as we are in the midst of a rebirth since we came under new ownership last year that will grow and amplify the brand globally.” 

“We are excited to introduce Reebok LTD, the first of many launches in partnership with NGG, one of the world’s leading luxury platforms,” said Nick Woodhouse, President and CMO of Authentic. “NGG shares our vision to reclaim Reebok’s rightful position within culture, fashion and sports and we look forward to immersing our global audience in the Reebok LTD lifestyle through innovative designs and new brand experiences.” 

The first release will be the Reebok Club C LTD: a modern classic that effortlessly merges timeless appeal with contemporary design elements, featuring premium leathers and enlarged proportions for a fashion-forward silhouette. The Reebok Club C LTD comes in two different designs - white leather and cracked white - and will be available from the 18th of September at and globally on FARFETCH. 

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Alma Peña – Global Marketing Communications Director / 

Matteo Zampollo - Senior Communications Manager /


About New Guards Group

We are home to 10 international brands: Marcelo Burlon County of Milan, Off-White™, Palm Angels, Unravel Project, Heron Preston, Alanui, Peggy Gou, Ambush, There Was One™ and Reebok. We work with the ounderstanding that fashion and luxury can be different: community-based, quality-driven, collaborative, truly global and quick. Quality we developed by enabling emerging creative talents set their own paths and rules. Shunning the conventions of seasonal collections, the slow-moving apparatus of traditional shows and the supply chains that mire the old guard, we are built to reflect the smoothness and ease of a genuine conversation. Our brands and products stem from creative and managerial innovation and the philosophy of Made in Italy. Clothing, accessories, jewellery, design pieces; everything aims at redefining the way luxury is conceived communicated and shared, giving craftsmanship a new perspective. 


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 for every athlete – from professionals to enthusiasts, providing opportunities, products and inspiration needed to reach their full potential.