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Calgary, AB, Canada – TheNewswire - May 29, 2025 – Vitalist Inc. (TSX-V: VITA) (“Vitalist”), a dynamic global smartwatch company known for its strategic partnerships with world-class brands, today announced a landmark 5-year exclusive brand licensing agreement with Authentic Brands Group (“Authentic”), a global brand development and licensing platform, for the iconic and irreverent sports culture brand, Reebok. This partnership empowers Vitalist™ to create, produce and deliver cutting-edge Reebok branded smartwatches throughout the Americas, spanning the United States, Canada and Latin America, excluding Mexico.
By uniting Reebok’s iconic brand status with Vitalist’s expansive distribution network reaching across 20+ countries, including leading technology retailers, this strategic alliance is positioned to capture substantial market share in the rapidly expanding smartwatch sector.
“Our partnership with Authentic for Reebok represents a defining moment for Vitalist as we accelerate our expansion in consumer electronics,” said Kalvie Legat, Vitalist’s CEO. “Reebok’s commitment to fitness and lifestyle excellence perfectly complements our mission to deliver intelligent, accessible, premium wearable technology. We’re confident that Reebok smartwatches, powered by our upcoming VitalOS™ and leveraging our robust distribution channels, will create an immediate connection with consumers.”
“This strategic collaboration with Vitalist enables us to connect with our community in a powerful new way, offering innovative wearable technology that not only enhances their active lifestyles but truly embodies Reebok’s commitment to fitness and sport,” said Steve Robaire, EVP, Reebok at Authentic. “By integrating our performance heritage with Vitalist’s technological expertise, we are creating smart devices that do not just track fitness, they inspire it.”
Vitalist anticipates the Reebok smartwatch collection will benefit from Vitalist’s commitment to technological innovation, featuring its highly anticipated VitalOS platform scheduled for release in the second half of 2025. While specific product features remain under wraps until launch, consumers can anticipate a sophisticated lineup of smartwatches integrating advanced fitness tracking capabilities, seamless connectivity, and the distinctive design excellence synonymous with the Reebok legacy. This strategic alliance reinforces Vitalist dedication to delivering compelling and innovative products to consumers while aiming to significantly enhance Reebok’s footprint in the digital fitness and lifestyle ecosystem.
Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release.
For more information about Vitalist Inc., please visit www.vitalist.co.
To be added to the Vitalist distribution list, please register at www.vitalist.co/investors.
About Vitalist Inc. Vitalist™ is an innovative technology provider that helps brands build better products. Through VitalOS™, brands create seamlessly connected devices and applications that adapt to each user. By uniting hardware and software with intelligent analytics, we're building an ecosystem of personalized solutions that enhance human potential.
Forward-Looking Information
This press release contains forward-looking information within the meaning of applicable securities laws. In general, forward-looking information refers to disclosure about future conditions, courses of action, and events. The use of any of the words “anticipates”, “believes”, “expects”, “intends”, “plans”, “will”, “would”, and similar expressions are intended to identify forward-looking information. More particularly and without limitation, this press release includes forward-looking information with respect to timing of the launch of the VitalOS operating system, the ability to capture substantial market share, the expectation that products will create immediate connections with consumers, and related comments on product features and capabilities.
Although Vitalist believes that the expectations and assumptions on which such forward-looking information is based are reasonable, undue reliance should not be placed on the forward-looking information because Vitalist cannot give any assurance that it will prove to be accurate. By its nature, forward-looking information is subject to various risks and uncertainties, which could cause the actual results and expectations to differ materially from the anticipated results or expectations expressed in this press release. A detailed description of risk factors that may cause actual results to differ materially from forward-looking information can be found in Vitalist’s most recent annual information form and management’s discussion and analysis on the SEDAR website at www.sedarplus.ca. Although Vitalist has attempted to identify in its public disclosure important factors that could cause actual results to differ materially from those contained in forward-looking information, there may be other factors that cause results not to be as anticipated, estimated or intended. Readers are cautioned that the risk factors in its public disclosure may not be exhaustive. Readers are further cautioned not to place undue reliance on forward-looking information as there can be no assurance that the plans, intentions or expectations upon which they are placed will occur. Forward-looking information contained in this press release is expressly qualified by this cautionary statement. The forward-looking information contained in this press release represents the expectations of Vitalist as of the date of this press release and, accordingly, is subject to change after such date. However, Vitalist expressly disclaims any intention or obligation to update or revise any forward-looking information, whether as a result of new information, future events or otherwise, except as expressly required by applicable securities law.
About Authentic Brands Group
Authentic Brands Group (Authentic) is the world’s leading owner of sports, lifestyle and entertainment intellectual property. It acquires and owns iconic brands, repositions them for long-term growth and partners with top-tier operators to scale globally, all while delivering bold storytelling and marketing that brings each brand to life.
Authentic owns more than 50 global brands, generating approximately $32 billion in annual systemwide retail sales. These brands have a significant presence in 150 countries, with more than 29,000 freestanding stores and shop-in-shops, as well as 400,000 points of sale worldwide. Authentic’s portfolio of globally recognized brands includes Shaquille O’Neal, David Beckham, Reebok, Champion, Nautica, Elvis Presley, Marilyn Monroe, Sports Illustrated, Eddie Bauer, Aéropostale, Lucky Brand, Nine West, Brooks Brothers, Juicy Couture, Vince Camuto, Quiksilver, Billabong, Sperry, Hunter and Ted Baker. Through its joint venture with Saks Global, Authentic Luxury Group (ALG), it drives growth for luxury and accessible luxury brands, including Barneys New York, Judith Leiber, Hervé Léger, Vince, Neiman Marcus, Saks Fifth Avenue and Saks OFF 5TH.
For more information, visit authentic.com.
Follow Authentic on LinkedIn, Instagram and WeChat.
About Reebok
Reebok is an iconic and irreverent sports culture brand with a rich and storied fitness heritage dating back to 1895. Founded on athletic footwear that changed the direction of sport, Reebok continues to introduce innovations that propel the industry forward. Today, Reebok sits at the intersection of active, lifestyle and sport, offering high quality and modern styles that are adaptable for every occasion. The brand strives to deliver every athlete, from professionals to enthusiasts, with the opportunity, products and inspiration to reach their full potential. Reebok currently operates in 80 countries with approximately 400 freestanding stores around the world.
For more information, visit Reebok.com or for the latest news at News.Reebok.com. Discover Reebok on Instagram, X and Youtube.
Further Information
For further information about Vitalist Inc. please contact:
Kalvie Legat
Chief Executive Officer
+1 403 560-9635
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