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Image via WWD
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]