According to a press release posted on the website of the Adidas Group, Giorgio Armani and Reebok, an Adidas brand based in Canton, have announced "a multi-year global alliance to create a special collection, combining active style with sport and technology. EA7 and Emporio Armani labels, with their sporty and sexy lines, team up with Reebok’s innovation and technologies, resulting in the ultimate activewear concept. The collection is infused with Reebok’s sporting DNA and its unique fitness and training heritage, within the contemporary vision of one of the world’s leading fashion designers."
In a statement, Giorgio Armani said: "Today sportswear and active wear have become really important parts of our wardrobes. I wanted to offer my customers the possibility of wearing sports clothes that were stylish and comfortable. My new alliance with Reebok is a natural consequence of this philosophy.