Video: Reebok outlines ‘gamechanger’ retail strategy

Reebok is launching what it claims is an “aggressive” push to stand out in the fiercely contested sportswear retail arena by introducing outlets designed to foster local communities of fitness enthusiasts.


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The “FitHub” retail push kicks off next week (19 September) in Covent Garden and is being positioned as a place for fitness enthusiasts to interact with their peers through seminars, training classes and sponsored events.

It is the first of six to open in the UK this year with the brand hoping to build awareness around each through a mix of local partnerships with gyms and personal trainers as well as geo-targetted social media activity. All stores will be operated by professional trainers alongside an ambassador, who will be responsible for building the community.

Marketing Week was invited to have a sneak peak at the store ahead of its official opening. Watch the video to hear what James Woolard, brand director for Reebok UK and marketing activation manager for FitHubs UK Louise Foley had to say about the strategy. 

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