Authentic Brands Group and Union Group Announce Strategic Partnership for Lee in Mexico

The partnership builds on the longstanding relationship between Authentic and Union Group and will accelerate Lee's growth across retail, wholesale and e-commerce in Mexico

Authentic Brands Group (Authentic), a global brand and entertainment platform, today announced a strategic partnership with Union Group for Lee in Mexico. The agreement will take effect following Authentic's previously announced acquisition of Lee, which is expected to close in the second half of 2026.

Union Group will serve as Lee's strategic operating partner in Mexico, leveraging its extensive capabilities and proven expertise across product development, sourcing, retail, wholesale distribution and e-commerce. The partnership further strengthens the longstanding relationship between Authentic and Union Group which began more than a decade ago with Nautica and has since expanded to include a portfolio of leading global brands, including Aéropostale, SHAQ, Reebok, Quiksilver, among others.

"Union Group has been a trusted partner to Authentic for many years," said Victor Alvarino, SVP - Head of Mexico, Authentic. "Their strong operating capabilities, retail relationships and deep understanding of the Mexican consumer make them an ideal partner for Lee. Lee is an iconic brand with tremendous heritage and significant growth potential in Mexico, and together we have a great opportunity to accelerate its growth and build the brand for the long term."

Founded in 1889, Lee has over 135 years of heritage rooted in denim craftsmanship and innovation. From pioneering workwear to becoming a global lifestyle brand, Lee has remained synonymous with quality, authenticity and timeless American style.

"We are proud to expand our longstanding partnership with Authentic by welcoming Lee," said José Tawil, CEO of Union Group. "Lee is an iconic global brand with a rich heritage and strong foundation in denim and lifestyle, one that generations of Mexican consumers have known and loved. We look forward to working alongside Authentic to bring Lee back to the top of mind position it deserves - expanding the brand in Mexico and creating new opportunities for its long-term growth."

The partnership is part of Authentic's strategy to build a global network of leading brand operators that combine deep local market knowledge with the strength of its platform. Authentic continues to advance discussions with additional regional partners to support Lee's growth around the world.

About Authentic Brands Group

Authentic Brands Group (Authentic) is a global brand and entertainment platform that owns and invests in iconic intellectual property and cultural assets. It accelerates brands through a set of specialized businesses that combine powerful storytelling, premium content, unforgettable live experiences and global commerce. Through a network of more than 1,700 best-in-class licensees and strategic partners across 150 countries and expansive distribution, Authentic's brands drive more than $38 billion in annual systemwide retail sales worldwide. Authentic's diversified portfolio spans more than 50 brands and reaches nearly one billion social media followers. Its roster includes Reebok, Champion, Shaquille O'Neal, David Beckham, Kevin Hart, Sports Illustrated, Elvis Presley, Muhammad Ali, Marilyn Monroe, GUESS, Care Bears, Aéropostale, Nautica, Eddie Bauer, Lucky Brand, Nine West, Brooks Brothers, Juicy Couture, Vince Camuto, Izod, Van Heusen, Dockers, Ted Baker, Hart Schaffner Marx, Vince, OVO, Barneys New York, Judith Leiber, Quiksilver, Spyder, Billabong, Volcom, Roxy, RVCA, DC Shoes, Prince, Sperry and Hunter.

For more information, visit corporate.authentic.com. Follow Authentic on LinkedIn, Instagram and WeChat.

About Union Group

Union Group is a leading brand operator and retail platform in Mexico. For more than forty years, Union Group has partnered with some of the world's most iconic brands to bring them to Mexican consumers and build long-term value in the local market. A fully integrated operator, Union Group combines deep capabilities across product development, sourcing, retail, wholesale distribution and e-commerce with an unmatched understanding of the Mexican consumer. Its portfolio includes leading global brands such as Nautica, Jeep, CAT, Aeropostale, Reebok, JLO, Quiksilver, Roxy, DC Shoes, SHAQ among others - with an expansive footprint of more than 3,000 doors, including more than 25 company-operated stores, across Mexico, backed by a team of more than 600 professionals.