Aditya Birla Fashion and Retail Limited (ABFRL) will have exclusive rights to sell Reebok products through wholesale, e-commerce and Reebok branded retail stores in India and other ASEAN countries, after signing a long-term licensing deal with Authentic Brands Group (ABG).

The deal marks ABFRL’s first foray into India’s booming sports and activewear segment.

“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,” ABFRL managing director, Ashish Dikshit, said in a press release announcing the deal.

ABFRL is one of India’s largest fashion retailers and, as of Sept. 30, had a network of 3,264 stores around the country.

The company’s brands include Louis Philippe, Van Heusen, Allen Solly and Peter England, as well as domestic fast fashion giant Pantaloons. It also distributes global brands such as Forever 21, American Eagle and Ralph Lauren in India.

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