The new Reebok FitHub opening Thursday, July 31 in New York’s Union Square is the first of a planned expansion of the brand’s fitness-focused flagships, Chris Waldeck, U.S. brand director for Reebok, told Footwear News.
The 3,070-sq.-ft. store is the fifth metro New York area FitHub location for the Canton, Mass.-based Reebok, a division of Herzogenaurach, Germany-based Adidas. The first FitHub opened on New York’s 5th Avenue in 2012, and locations also exist in D.C. and Boston. Reebok refocused itself entirely on fitness earlier this year.
“Our [targeted] consumer is post-college, where fitness is a priority in their life, and there’s a high density of that consumer in New York – you can see it when you walk the streets,” Waldeck said. “We’ll be opening up seven stores in California for the same reasons: there’s a high density of that fitness population and there’s a 12-month-a-year fitness culture there.”
Waldeck said the new locations would begin opening in early fall in the LA-to-San Diego region.
The Union Square location, which he said would host brand events in New York, will carry the brand’s yoga, training, dance, studio and running apparel and footwear, as well as merchandise from its partnerships with Spartan Race and Crossfit. (A 6,463-sq.ft. Crossfit Box will open adjacent to the store in September.) The store will also feature the company’s first silk-screening area for consumers to personalize merchandise bought in store.
The store is set for a grand opening tomorrow hosted by Annie Thorisdottir, 2011 and 2012 Reebok Crossfit Games champ, and Crossfit athlete Frederik Aegidius, who will be the head coaches at CrossFit Union Square.