Reebok to redo brand image

The company aims to transform into fitness brand

Reebok India aims to transform 50 of its existing retail stores in to Fit Hubs by end of the first quarter of 2014.The company is looking to reposition the sport brand to a fitness brand. All coming stores will be opened in Fit Hubs format only, and existing outlets will transform into Fit Hub model by the next year. Speaking on the move Somdeb Basu, brand director, Reebok India, said, "By the first quarter of 2014, we are expecting to launch 100 Fit Hub stores across 10-11 cities. This includes conversion of around 50 stores and setting up of another 50." At present, it has seven Fit Hub stores, including two converted from existing regular stores. He added that going forward, the company would only be opening stores with fitness concept and the existing stores would gradually change to Fit Hubs. The company has around 450 stores across the country, at present. The company would reposition the existing stores into the new model once the contract of the franchisee is expired.”  In Phase I, until the third quarter of 2013, Reebok would be opening Fit Hub stores in metros and expand to other cities by end of 2014. Based on the Fit Hub concept, Reebok is planning to open 30 more stores across South India.