Reebok opened its second full price unit right next to the Gilette Stadium, home of the New England Patriots in Massachusetts in an attempt to test retail expansion in the U.S. Up until now, Reebok operated primarily through sporting goods and department stores. The brand’s only other U.S. store is in Manhattan (NHL Powered by Reebok) and is based on the close sponsor relationship the brand has with professional hockey. The new Massachusetts unit is not hockey-related and aims to reach a female audience with women’s running apparel, yoga mats and pink ribbon breast cancer awareness merchandise.
Maybe it is not a coincidence therefore, that Reebok also this week announced its official mission to make fitness fun again, by cooperating with top global fitness instructors renowned for their unique approach to exercise. According to in-depth research conducted by Reebok, women around the world are looking for a way to take the boredom out of staying fit.
Reebok’s ambitious mission to make fitness fun again is a long-term, global commitment. A team of Reebok fitness instructors is working with the brand on a ‘groundbreaking’ new women’s fitness initiative for spring 2009 and beyond.
photo: Reebok website
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