AZADEA Group acquires adidas & Reebok operations and franchise in Lebanon Bringing Back Optimism to the Lebanese Fashion & Sports Retail Industry

Beirut, February 2021: AZADEA Group, a premier lifestyle retail company in the MENA region, announced today that it has acquired the operations and franchise rights of adidas and Reebok in Lebanon; a transformational partnership bringing back the renowned international sports brands to the Lebanese market and consumers. AZADEA Group will gradually reopen adidas and Reebok stores across Lebanon, starting April 2021, in addition to e-commerce expansion plans.

“We are looking forward to diving into another successful partnership and growing further, riding the wave of change and developing e-commerce plans, while still offering customers the most exquisite in-store experience” said Salim Fakhoury, President of Fashion and Sports Division at AZADEA Group. “We are thrilled to partner with adidas and Reebok, now more than ever as we never lost faith in Lebanon; we strongly believe in its future and in its possibilities to thrive again”

 “We are very happy and excited to bring back our adidas and Reebok products for the consumers in Lebanon in partnership with AZADEA Group, as both brands have a strong presence and continue to be in high demand. By collaborating with the leading retail company, AZADEA Group, we are confident that we will continue inspiring our consumers through the power of sport,” said Darren Cooke, General Manager of adidas Group, LENA.

AZADEA Group continues to grow and expand its borders, with this new partnership with adidas Group, proudly adding a leading international sports brand to its portfolio.

About AZADEA Group Holding SAL

AZADEA Group is a premier lifestyle retail company in the Middle East and Africa. Since its inception in 1978, the Group has developed a substantial network of more than 600 retail stores representing 35+ leading international brand names in fashion and accessories, food and beverage, home furnishings, sporting goods, multimedia, and beauty & cosmetics. With over 10,000 employees, AZADEA Group operates across 13 countries, including Algeria, Bahrain, Cyprus, Egypt, Ghana, Jordan, Kenya, Saudi Arabia, Kuwait, Lebanon, Oman, Qatar and United Arab Emirates.

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About adidas Group

Adidas Group is a global leader in the sporting goods industry with the core brands adidas and Reebok. Headquartered in Herzogenaurach/Germany, the company employs around 57,000 people across the globe and generated sales of just under € 22 billion in 2018.

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