NEW YORK — Reebok opened its first Reebok Fitness Hub in the U.S. last week at 420 Fifth Avenue here with lots of fanfare.
A block-long line of people stood outside the 2,500-square-foot concept store, which sits atop a 10,000-square-foot Reebok CrossFit Box gym. A party atmosphere with a DJ enveloped the store as well as the Box downstairs where Reebok staff — who also are cross fitness experts — prepared for a series of workouts with pull-up rings, floor-to-ceiling ropes and body weight exercises.
Motivational speakers included Chris Spealler of CrossFit Park City, the only CrossFit athlete to have competed in all of the CrossFit Games, most recently ranking third in the worldwide competition; Rich Froning (Fittest Man on Earth after winning the CrossFit Games in 2011 and 2012) and Annie Thorisdottir (Fittest Woman on Earth after winning the CrossFit Games in 2011 and 2012).
The idea of Reebok’s retail-fitness format is to motivate consumers not only to buy Reebok merchandise but to also have a “full Reebok fitness experience that is intended to inspire people to move, train, get fit and have fun doing it,” said Reebok’s chief executive officer Uli Becker. “We see this not as a transactional store but as an experience with the Box.”
Becker said Reebok is poised for retail growth.
“Apple was really in a dirt hole and it took them 10 years to get where they are today. They’ve done it because they have a purpose to the brand....We believe we’ve found our mission in the sporting goods industry. We believe fitness is the sport of the future,” said Becker.
Reebok introduced its Fitness Hub concept at the end of 2011 in Russia and Korea and opened a third location in Dubai earlier this month.
Regarding expansion of Reebok Fitness Hubs in the future, Becker said, “Obviously, we will monitor this over the next couple of months, and we obviously have projects in the pipeline. I believe this concept will play a much bigger role in the future.”
Becker pointed out that experienced cross-fitness-trained staff at the store and gym will be important to the success of the new initiative.
“We have our own wear-testers at Reebok headquarters, but consumers can come to our cross-fit experts at the store for guidance on activity level and advise on fitness and training products,” said Becker, noting that the merchandise mix is skewed to “more fashion for New York City” with a balance of 55 percent women’s products and 45 percent men’s.
The retail range of fitness apparel for men and women averages $25 to $150, while athletic footwear is $80 to $130.
Meanwhile, the look of the store can be described as a raw, creative space with a whiteboard promoting upcoming events and a “Fit” desk that anchors the center of the store where cross-fit enthusiasts can learn about Reebok’s newest product technology, or discuss their favorite achievements and training techniques.
The store’s designers are Peter Quagge and Charles Gates of Reebok’s global environmental design division and Mick Glenn, environment design director of Ziba, a design firm in Portland, Ore.
Reebok’s partners and owners of the Reebok CrossFit Box gym are Nathan Forster and Michael Alfaro. The Box features a state-of-the-art 130-foot pull-up rig, with a complete offering of CrossFit equipment to cater to a growing member base. Box amenities also include a full locker room and a “recovery center” with a hyperbaric chamber. The sign-up registration fee is $250. Annual or monthly membership fees vary.
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)
@badgalriri’s @fentybeauty launch in September was a massive success on social media, powering $72.9 million of earned media value, according to Tribe Dynamics. The brand’s foundation offering sparked conversations about diversity in beauty, launching the growth of emerging influencers and propelling the brand’s support on social media. Today, #fentybeauty won Launch of the Year at the WWD #BeautyIncAwards. (📷: Chema Moya/EPE-EFE)
@marianna_hewitt has become one of the most influential content creators in the beauty space, with almost 800,000 Instagram followers and a newly launched skin care line called @SummerFridays. Today, she was awarded Influencer of the Year at the WWD #BeautyIncAwards. (📸: @sophiachabbott )
As shopping behaviors evolve, the retail experience must follow. Head over to retail experts @colliersinternational’s Knowledge Leader series to read more about the shift in our shopping era. #colliersretail #lovecolliers
@prada opened a pop-up club, called Prada Double Club, in collaboration with German artist Cartsen Höller at @artbasel Miami. Last night, guests – including @youngparis, @ritaora and even Miuccia Prada herself – gathered in a former ice factory where the pop-up is housed for a performance from @wyclefjean. Go to WWD.com for full coverage on all the exhibits, parties and more at #ArtBaselMiami. #wwdeye (📷: @lexieblacklock)
@louboutinworld and @disney are making magic once again, creating a set of shoe designs for the release of “Star Wars: The Last Jedi.” Louboutin designed a pair of shoes for each of the film’s four female leads: Rey (@daisyridrey), Vice Admiral Amilyn Holdo (@lauradern), Captain Phasma (Gwendoline Christie) and Rose Tico (@kellymarietran). The shoes will debut on Saturday at the L.A. premiere of the latest episode. #wwdfashion
Today at the #BeautyIncAwards 2017, WWD will be joined by beauty leaders from around the world as we honor this year's most innovative people, products, brands and places. Follow along here and on Twitter for live coverage from the exclusive event. #wwdsummits (📷: @elizaflorendo)
Exclusive: Beauty superinfluencer @marianna_hewitt is launching her first-ever skin care brand with her business partner @laurengores. Their new line Summer Fridays, which will be sold exclusively at summerfridays.com starting in January, is launching with just one product – a hydrating cream Jet Lag Mask. “We wanted to focus on one product that was amazing,” said Hewitt. Read the full interview on WWD.com. Link in bio. #wwdbeauty #wwdnews
Michelin star-rated chef PJ Calapa marks his first solo endeavor with today’s opening of @scampinyc –– the new Southern Italian restaurant located in Manhattans’ Flatiron District. The upscale yet welcoming environment matches the menu, which includes two types of scampi: traditional Italian langoustines in butter and the Americanized version with shrimp over pasta 🍤 - pictured here. #wwdeye (📷: George Chinsee)