Emporio Armani and Reebok International Ltd. have announced a global alliance to create a special collection combining active style with sport and technology. The EA7 and Emporio Armani labels, with their sporty, sexy lines, have added Reebok’s innovation and technologies, resulting in the ultimate activewear concept. The collection is infused with Reebok’s sports DNA and its unique fitness and training heritage, all within the contemporary vision of one of the world’s leading fashion designers.

The first ever EA7/Reebok and Emporio Armani/Reebok collections were presented at Milan Fashion Week as part of the Emporio Armani menswear show.

Distribution will be limited to Emporio Armani boutiques, select Reebok concept stores and preferred retailers worldwide, starting from July 2010.

"Today sportswear and activewear 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. As with all my collaborations, I am delighted to be working with experts in their field," said designer Giorgio Armani.

“This collaboration offers a new perspective for the design-minded, fashion conscious, active consumer. The global style credentials of the Emporio Armani and EA7 brands, combined with Reebok’s fitness and training heritage and focus going forward, fits together perfectly to provide a compelling new offering in the global sports-style marketplace,” said Uli Becker, President, Reebok International.

—Maria Cristina Pavarini