• 30-JUL-2014

Reebok Continues Retail Expansion with Latest New York City FitHub

NEW YORK (July 30, 2014) – Global fitness brand Reebok is extending its retail foothold in New York with a new 3,070 square foot FitHub in Union Square, one of the city's busiest intersections. The "FitHub" is Reebok's innovative retail store concept that was first unveiled at a pilot location, Reebok FitHub 5th Ave., in 2012.

Reebok FitHub Union Square is the largest FitHub in the New York/New Jersey metro area, and follows the successful openings of Reebok FitHub 5th Ave., Reebok FitHub Upper East (1132 3rd Ave.), Reebok FitHub Garden State (Paramus, NJ) and Reebok FitHub Westchester (White Plains, NY).

Reebok FitHub Union Square will showcase Reebok's very best Training, Dance, Running Studio, Yoga footwear, apparel and accessories, including Reebok's exclusive CrossFit and Spartan Race collections.

Adjacent to the store, on the corner of East 14th St and Union Square West, will be a 6,463 square foot, fully equipped CrossFit Box, CrossFit Union Square, which is expected to open in September.  Together, the store and the Box will create a unique brand, shopping and fitness experience.

Reebok FitHub Union Square will officially open on Thursday, July 31 with a grand opening event hosted by 2011 and 2012 Reebok CrossFit Games champion Annie Thorisdottir and CrossFit athlete Frederik Aegidius, the head coaches at CrossFit Union Square.

"Reebok recognizes the importance of being mentally, physically and socially strong," said Chris Waldeck, Reebok's U.S. Brand Director. "Our FitHubs are the physical manifestation of this belief. They are fitness destinations where not only can you find the very best footwear, apparel and accessories, but where you can get workout advice, meet up for a run and even take in a fitness class right in the store."

"Beyond being a great destination in a great city, the opening of the Union Square location is part of a larger retail strategy and represents the new direction of the Reebok brand," said Waldeck.  "We plan to open several more FitHubs before the end of 2014, so that fitness enthusiasts across the country can experience this innovative concept and better experience the Reebok brand."

Reebok FitHub Union Square boasts a sales team of experienced sports, fitness and wellness enthusiasts who will be on hand to advise customers on the best products to suit their individual fitness goals, style, and training methods. In addition, the store's dedicated Fitness Ambassador will be able to connect customers with the local fitness community so they can find the activities that best suit their interests.

Similar to other Reebok FitHub locations, the design of the store features a mix of steel and wood to echo the modern, raw feel of CrossFit gyms. The Union Square location will be equipped with large format flat panel screens to view content, newly-designed fitting rooms and a unique silk screening area that allows customization of the items purchased in-store.

"We are seeing a real trend for 'brand hacking', where consumers take apparel items and customize them according to their fitness tribe – for instance, running clubs are adorning T-shirts and leggings with their logo," said Paul Froio, Vice President of Reebok FitHubs & Concept Stores.

"At our Union Square location we are taking this concept to the next level by allowing people to graffiti their apparel whichever way they want – giving silk screening the tattoo parlor treatment and resulting in truly individual clothing," said Froio.

Reebok invites consumers to celebrate the opening of the new FitHub with a series of events including yoga classes with Tara Stiles, workouts with Spartan Race founder Joe DeSena and Olympian Carrie Tollefson, and other fitness events. The FitHub will also host a Biz Bash event on August 19 for local New York organizations.

For a schedule of events at Reebok FitHub Union Square go to:  http://www.reebok.com/fithubunionsquare

The Reebok FitHub Union Square location is part of Reebok's global concept store strategy, following similar FitHub launches in Paris, Korea, Russia, Dubai and London, as well as U.S. locations including Boston and Washington D.C. metro areas.

To learn more about Reebok FitHubs go to:  http://www.reebok.com/fithub
Reebok FitHub Union Square
1 Union Square West
New York
NY 10003
Instagram/Twitter: @reebokfithubusq


  • Dan Sarro
    Corporate Communications
    United States
    +1 781 401 4443
  • Andrea Nirsimloo
    M&C Saatchi Sport & Ent.
    United States