Canadian technology group Vitalist has signed a strategic distribution deal with US-based e-commerce specialist Pattern to scale the global online sales of Reebok-branded smartwatches.

Under the agreement, Pattern becomes the exclusive distributor for the Reebok smartwatch range across major digital marketplaces.

The arrangement sits within a recently launched global e-commerce marketplace accelerator and a Premier TikTok Shop partnership between Authentic Brands Group (ABG) and Pattern, which aims to centralise online operations for brands in its portfolio.

As a notable ABG licensee, Vitalist said it would rely on the master agreement to use Pattern’s enterprise-level systems and logistics capabilities.

ABG appointed Pattern to its global accelerator role in December 2025, tasking the company with managing e-commerce activity for more than 50 brands.

Vitalist said the collaboration will include TikTok Shop integration, access to Pattern’s warehousing and distribution network in the US and Canada, and use of its proprietary AI and “Predict” software to track unauthorised sellers and maintain pricing discipline.

Financial details of the transaction were not disclosed.

Vitalist CEO Kalvie Legat said: “This partnership with a market leader like Pattern reflects how Vitalist is actively leveraging the broader Authentic portfolio strategy, rather than relying solely on traditional, brand-by-brand growth.

"By aligning with the Authentic and Pattern master agreement, we can effectively bypass years of typical organic e-commerce build-out and plug directly into a sophisticated marketplace engine.”

Separately, Authentic Brands Group last month completed a deal to take US retailer Guess? private while securing a majority stake in its intellectual property.

The move removed Guess? from public markets and reshaped ownership of its assets.

Under that agreement, Authentic acquired 51% of substantially all of the retailer’s intellectual property, with existing shareholders retaining the remaining 49%.