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Brief Published: 28 Aug 2012

Reebok Launches New Concept Store, NY


Global sportswear brand Reebok has joined forces with fitness company CrossFit to open the Reebok Fitness Hub in New York, an experiential concept store offering both apparel and exercise facilities.

With a 2,500 sq ft shop floor on ground level and a 10,000 sq ft Reebok CrossFit Box gym beneath, the Fifth Avenue flagship is designed to motivate consumers not only to buy Reebok merchandise, but also “a full Reebok fitness experience”, according to the brand’s chief executive officer, Uli Becker. “We see this not as a transactional store, but as an experience with the Box,” she added.

Reebok has moved fast to capitalise on the burgeoning popularity of CrossFit, a back-to-basics strength and conditioning programme with a cult-like following. In July 2011, the brand signed a 10-year deal to become the programme’s lead sponsor (see our report The Power of CrossFit for an exploration of the fitness phenomenon in more detail, while Stone Age Nutrition: The Paleo Diet looks at how athletes are combining back-to-nature fitness programmes like CrossFit with the Paleo diet). The New York store is the fourth Reebok Fitness Hub worldwide, joining outfits in Russia, Korea and Dubai.

A ‘Fit’ desk in the centre of the shop floor encourages conversation between consumers and Reebok sales staff – all of which are cross-fitness experts – about training techniques or information on Reebok’s newest product technology. For more on the new breed of high-level sales expertise, see Super Service in the Retail Sector.

Downstairs, the Box gym features a state-of-the-art 130 ft pull-up rig, along with a complete offering of CrossFit equipment, a locker room and a ‘recovery centre’ with a hyperbaric chamber. For more on how brands can foster consumer engagement via recreational and educational experiences, see our Retail Industry Trend Power of Play.