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Reebok grows FitHub footprint in NYC’s Union Square


Global fitness brand Reebok is expanding its retail footprint in New York with a new 3,070-sq.-ft. FitHub in Union Square.

Reebok first unveiled the new retail store concept at a pilot location in New York’s 5th Ave., in 2012, and has since expanded throughout the city with locations in the Upper East Side; Paramus, N.J.; and White Plains, N.Y.

The Union Square location is now the largest FitHub in the New York/New Jersey metro area, and will showcase Reebok’s Training, Dance, Running Studio, Yoga footwear, apparel and accessories, including Reebok’s exclusive CrossFit and Spartan Race collections.

Adjacent to the store, on the corner of East 14th St and Union Square West, will be a 6,463-sq.-ft., fully equipped CrossFit Box, CrossFit Union Square, which is expected to open in September. Together, the store and the Box aim to create what Reebok calls “a unique brand, shopping and fitness experience.”

Reebok FitHub Union Square will officially open Thursday, July 31, with a grand opening event hosted by 2011 and 2012 Reebok CrossFit Games champion Annie Thorisdottir and CrossFit athlete Frederik Aegidius, the head coaches at CrossFit Union Square.

“Reebok recognizes the importance of being mentally, physically and socially strong,” said Chris Waldeck, Reebok’s U.S. brand director. “Our FitHubs are the physical manifestation of this belief. They are fitness destinations where not only can you find the very best footwear, apparel and accessories, but where you can get workout advice, meet up for a run and even take in a fitness class right in the store.”

“Beyond being a great destination in a great city, the opening of the Union Square location is part of a larger retail strategy and represents the new direction of the Reebok brand,” said Waldeck. “We plan to open several more FitHubs before the end of 2014, so that fitness enthusiasts across the country can experience this innovative concept and better experience the Reebok brand.”

Reebok FitHub Union Square’s sales team includes experienced sports, fitness and wellness enthusiasts who will be on hand to advise customers on the best products to suit their individual fitness goals, style, and training methods, the company said. In addition, the store’s dedicated fitness ambassador will be able to connect customers with the local fitness community so they can find the activities that best suit their interests.

Similar to other Reebok FitHub locations, the design of the store features a mix of steel and wood to echo CrossFit gyms. The Union Square location will be equipped with large-format flat-panel screens to view content, newly designed fitting rooms and a unique silk-screening area that allows customization of the items purchased in-store.

“We are seeing a real trend for ‘brand hacking’, where consumers take apparel items and customize them according to their fitness tribe — for instance, running clubs are adorning T-shirts and leggings with their logo,” said Paul Froio, VP of Reebok FitHubs & Concept Stores. “At our Union Square location we are taking this concept to the next level by allowing people to graffiti their apparel whichever way they want — giving silk screening the tattoo parlor treatment and resulting in truly individual clothing.”

A series of grand-opening events will include yoga classes with Tara Stiles, as well as workouts with Spartan Race founder Joe DeSena and Olympian Carrie Tollefson. The FitHub will also host a Biz Bash event on August 19 for local New York organizations.

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