The Reebok UK Flagship Store Launch!

Following on from last weeks post (Guess who’s Back…Reebok! With their new FitHub concept.) Adidas group retail director Rupert Campbell confirmed further plans for the Reebok brand “It’s been nearly 12 months since JJB collapsed. Five years ago they were turning over a huge amount. There’s a gap in the market. We want to grow our share of the premium brand market and doing it in our own stores is the best way to do it.”

So, today i decided to pop back down to Reebok Covent Garden to experience 1st hand what exactly the company’s new ethos about “designed to inspire people to move, to train, to get fit and have fun doing it, the Reebok FitHub offers a new way of thinking about fitness” really meant. It may have been dull, it may have been wet but that did not stop Reebok UK making a return to retail by launching their new concept #FitHub in style! As soon as i entered the store i knew instantly something was going down as the place was packed! Customers milling around the new ranges, staff hyperactively serving the crowds and in the corners of the small store stood #ReebokFitHubCG photo booth in one corner and a meet & greet with Cross Fit athlete Annie Thorisdottir and Frederik Aegidius in another. I genuinely don’t think I have ever been in a sports store where the majority of customers actually look really fit & healthy! The social media @ReebookUk had obviously been working hard as at least 75-80% of the people in the store looked like they were there with a specific agenda. However, this could have had a lot to do with the promotions / freebies Reebook were offering everyone!

I then headed to the Covent Garden Piazza where the FitHub launch was in full swing with its new partner Les Mills UK who were demonstrating their dance program SH’BAM. Reebok UK had it all going on from the: event management, photography & videography, PR team handing out free water bottles, socks and gift cards, event MC and a Crossfit station on stage. After SH’BAM came another Les Mills program BODYCOMBAT which unfortunatley had to be demonstrated in the rain! Next up was the local Yotopia Yoga who were kitted out in one of the new AW13 Reebok ranges, despite that the rain had decided to pour down so their demo was postponed.

The event seemed to be getting tons of attention, even with the wet weather. The event was running all through out today from 11:30 to 19:30 encouraging all Londoners to get active, by offering a range of sessions and incentives led by fitness experts from within the Reebok community. Reebok has committed to offering a number of FREE workout classes at the FitHub each week of which details will be displayed via the in store Reebok Community Board. So if you live or work around the Covent Garden area dont be glum about the winter coming, head into the Reebok FitHub and join the revolution!