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Reebok's Fitness Hub Is a Midtown Gym Gear "Experience"

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Image via WWD
Reebok's new Fitness Hub in midtown isn't exactly a gym, and it isn't exactly a store. If you ask Reebok CEO Uli Becker, as Women's Wear Daily did, he'll tell you that it's actually "an experience."

What that means, roughly: It's a 2,500-square-foot concept shop sitting on top of Reebok's CrossFit Box gym at Fifth Avenue between 37th and 38th. Inside, you can buy workout clothes and shoes and get fitness advice from a series of experts. Becker tells WWD that the merch runs "more fashion for New York City," and there's slightly more for women than for men.

Reebok has debuted similar shops in Korea, Russia, and Dubai, but this is the first one to launch in the United States. The goal is to grow the company's profile (Becker cites Apple as an inspiration), and it already seems to be working: When the store opened last week, it attracted a line that stretched down the block.
· Reebok Launches First Concept Store [WWD, subscription req'd]
· Thirteen Sporting Goods Stores to Help You Go for the Gold [Racked NY]
· Reebok [Official Site]

Reebok Fitness Hub

420 Fifth Avenue New York NY