Active overhaul

One of the world's most prolific activewear brands has restructured its Australian operations.

Rebel and Amart Sports will become the exclusive sports retailer for all Reebok sports products, including the Reebok Crossfit range, from July 2013.

However, Reebok Australia will remain as the sole distributor of Reebok products and continue to manage the brand's marketing and positioning strategies.

Reebok Classic products will also continue to be sold in alternative independent retailers nationally.

Reebok Australia brand manager Karl Pohlman thanked existing partners for their long association with the brand.

“Moving forward we are looking forward to working closely with Rebel and Amart Sports in rebuilding Reebok to its rightful place as a leading sportswear brand in the Australian sporting goods retail landscape.”

Rebel and Amart Sports managing director Erica Berchtold said the collaboration is mutually beneficial.

“We have been looking for opportunities to support our womens offer especially in apparel, and we see Reebok as the perfect brand in which to do this.

"As Australia’s largest sports retailer our customers look to us for the best and most innovative brands in the world and Reebok is certainly one of those with its strong heritage in footwear, equipment and of course womens' apparel.

"With this partnership we have an opportunity to put our stake in the ground and “own” this brand exclusively in this market place and we are really excited about what this partnership can bring for not just Reebok, Rebel and Amart Sports but for women all around Australia."