Reebok expanding across Asia

CIOL Bureau
Updated On
New Update

NEW DELHI: Continuing with its aggressive retail expansion strategy, Reebok opened a new store to promote its fitness philosophy, at Dharmapala Mw. Colombo 07.

Flying to Colombo out of Reebok's regional head office in Delhi for the opening of the Arena store, Reebok's Managing Director for India,  Subhinder Singh Prem expressed his delight at the opening of the 4th store in Colombo. "The region has always been important to Reebok as a resource but in recent years it's become the fastest growing regional market. With Arena, we've opened our fourth and largest store in Colombo, housing all categories of Reebok sports and fitness products. A few years ago we undertook the challenge of opening a new store every week in India. Sri Lanka is a smaller country, so the growth cannot be comparable, but we do look forward to a similar growth in ratio to its population."

The opening of the new store, added Prem, "symbolizes our faith in the Sri Lankan market potential and Reebok's commitment to boost that potential."

With two floors sprawled over an area of 3000 sq ft., the arena store houses Reebok sports and fitness footwear, apparel, accessories and fitness equipment. Taking retail to new heights, the store offers the finest shopping ambience to customers with products displayed by categories such as 'Running', 'Walking', 'Aerobics', 'Tennis', 'Cricket' and so on, to help customers make better purchase decisions. With the focus on service and exceptional ambience paramount to Reebok's shopping experience, the newly opened Reebok Arena promises to offer a larger-than-life feel to the customers. As Reebok's Sri Lanka Partner, D.N.Rajapaksa - Chairman of D.Samson & Sons Ltd. commented, "We believe experiential marketing can go a long way in making happy customers and Arena is a step in this direction, offering customers better access to a larger range of Reebok products than they've ever had before in Sri Lanka."

The event also saw the launch of the Reebok Pump Paris Trainer, the first and only Reebok shoe that marries the best of Reebok technologies to enhance both upper and lower foot comfort. Reebok's Pump Paris Trainer is the ultimate in footwear for running, custom-made for fitness enthusiasts. Despite the premium quality, the shoe comes at a nominal price of. LKR 24990 (Rs. 7490) in two different colours.

Arena also houses Reebok's famous Fish Fry collection, a product of a partnership with designer Manish Arora. Characterised by unconventional design, the Fish Fry collection is aimed at those with an eye for futuristic fashion and taste for branded lifestyle products. Already a market leader in sports goods, Reebok is now focusing on the burgeoning lifestyle segment with this tie-up to cater to a large number of growing and affluent young working professionals with a taste for the trendy and unique.

Reebok India recently celebrated the launch of the exclusive 'Fish Fry for Reebok' concept store in Delhi. Taking this collection to Sri Lanka pioneers the fusion of sports and fashion in the region.