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Reebok Opens Boston Global Flagship with Customization Shop

Reebok opened its flagship retail store at the brand’s new South Boston headquarters Monday, with brand ambassadors and athletes Brandin Cooks and Aly Raisman in tow.

The new flagship, designed as an update to the brand’s FitHub retail concept, offers customers a number of unique experiences, including the YourReebok Customization shop, which gives shoppers the opportunity to customize the brand’s signature Classic Leather shoe style on site, as well as the opportunity to design personalized graphic apparel and accessories in minutes.

“We are incorporating best-in-class retail technology and customer service at this flagship store,” said Paul Froio, Reebok VP of U.S. retail. “We want it to be much more than a store. It’s a full brand experience. We want to encourage discovery, and we’re honoring our heritage of in-house shoemaking with unprecedented on-site customization.”

The Boston location also offers up Boston-specific items and limited-edition product ranges. Reebok integrates product testing into the store by allowing shoppers to test shoes before buying, giving shoppers free rein over the surrounding neighborhood or at Reebok’s state-of-the-art facility to test the shoes.

“This store design allows us to seamlessly bring together fashion and fitness in a unique way. When you walk into the store, the lines between fitness and lifestyle are blurred—and for good reason,” said Froio. “More and more, this is the way our consumer purchases and wears our products.”

Playing off of the innovative fashion and fitness world, the new store shows off enhanced digital displays, online ordering and mobile point-of-sale and payment methods, giving the shopper a high-tech brand experience.

“With warm textures of worn wood, a palette of white and greys and technical materials intermixed, the space evokes a feeling that is inviting to both genders,” said Peter Quagge, Reebok’s director of retail design. “The premium feeling brings the full breadth of the Reebok brand to life for our consumer, and provides a fantastic backdrop for the best fitness lifestyle product available today.”