By Integration Magazine

They have just announced a strategic agreement with Reebok. What does this alliance consist of and what led you to make it happen?

The alliance with Reebok was born from a shared vision about movement, well-being and the future. When we thought about where we wanted to go as a company, we were clear that it was to go beyond what we had done up to that point and develop products that integrated design, technology and well-being. On that path we found Reebok, a brand with which we share the same philosophy: inspiring movement and promoting a healthy lifestyle.

While we had been working on products linked to sports and active mobility, Reebok sought to expand beyond clothing to enter new categories associated with well-being. This common objective gave rise to a strategic agreement, with an initial duration of five years and renewal option, which not only diversifies our portfolio, but also raises our standards, strengthens our positioning and opens up the possibility of expanding into other markets in the region.

What categories does the proposal cover? Tell us about the portfolio you propose.

The agreement covers the mobility and sports categories, including bicycles, electric scooters and official Reebok accessories. The initial portfolio is made up of mountain and road bikes, designed for both urban use and more demanding tours, with a focus on performance, safety and design.

Added to this proposal are Official accessories, such as helmets and hydration bottles, which complete the user experience. In addition, we incorporated three models of electric scooters that stand out for their urban design, technological efficiency, ergonomics and practicality, designed to accompany daily mobility in the city and reflect Reebok's DNA in every detail.

What does the commercial strategy consist of?

We are promoting a comprehensive commercial strategy, supported by a strong brand presence and the value that Reebok brings as a global brand. The launch of the collection will be accompanied by a solid digital strategy, with campaigns on social networks and different activations aimed at well-being and active mobility.

At the same time, This alliance allows us to access new commercial channels, such as sports stores and specialized spaces, expanding our reach and positioning.. Beyond the sale of products, we seek to build an active community that understands mobility as part of a more dynamic, healthy and conscious lifestyle.

How do you understand mobility as a concept within your product ecosystem and what impact do you project on the local market?

We always imagine Avelino in motion, evolving and accompanying new ways of living and moving.. From that place, we wanted to go beyond our traditional business and integrate products that accompany people's active lives.

Active mobility represents a profound change in our identity and marks the beginning of a new stage in the company. It is not just about moving, but about promoting healthier, sustainable and balanced habits. This alliance with Reebok reinforces this path and allows us to consolidate ourselves as a reference with an innovative and growth proposal for the local market.

Daniel Álvarez, director of license sales at Reebok, together with Martín Ferullo, commercial manager at Avelino